Foot off the gas and apply the brakes - we're heading uphill.
This road on the Scottish coast has left motorists in total confusion due to a bizarre optical illusion which makes many think they are defying gravity.
'Electric Brae' has been so-called due to an unusual phenomena which gives it the appearance of a slight upwards slope, despite heading in the opposite trajectory.
Located in South Ayrshire on the West Scotland coast, the quarter-mile stretch of the A719 has built something of a cult status in recent years, attracting petrolheads from around the road curious about its unique illusion.
It's one of a handful of roads and slopes around the world dubbed 'gravity hills', where the configuration of the land gives it the appearance of an upwards slope when it is in fact at a downwards angle.
Many wacky explanations have been given over the years for why Electric Brae is deceptive, ranging from electromagnetic fields (hence its name), the impact of minerals in the soil and even a curse imposed by witches.
The optical illusion however is just that - an illusion.
Starting from a bend which overlooks the Croy Railway Viaduct, the top of the hill ahead is in fact the bottom, but is angled at such a specific configuration it confuses the human eye.
Known locally as 'Croy Brae', the road earned its nickname from beliefs that currents were helping to propel vehicles and bicycles uphill.
A headstone at the roadside reads: "Whilst there is a slope of 1 in 86 upwards from the bend to the glen, the configuration of the land in either side of the road provides and optical illusion making it look as if the slope is going the other way.
"Therefore, a stationary car on the road with the brakes off will appear to move slowly uphill."
In World War II, Dwight Eisenhower brought visitors to the site to test the phenomena for themselves while staying at nearby Culzean Castle. It's thought American soldiers also frequented Electric Brae, having heard the stories.
Such is Electric Brae's status, the road has also inspired literature. Author Andrew Greig's Electric Brae was named after the spot, referring to the illusion of rolling easily uphill.
