The picture is being dubbed the new 'dress' in honour of the blue and black/white and gold dress illusion that had people scratching their heads a few years ago.
The new photo is perplexing people online - because no-one can see what's hiding in the picture.
The optical illusion, which was originally posted last December 2015, has started re-circulating again - and is still baffling those who see it.
Initially, the uncredited image looks like a plain brick wall, but when you spot what's really hidden among the mortar you won't be able to unsee it.
Can you see what it is that's hiding?
To stop the fun being spoiled by those who do see the hidden sight, Facebook users are being asked to simply post the first letter of what they see to let others know they're in on what others have failed to spot.
The photo reveals all...
And the answer to what is disguised in the brick wall?
Well, its a cigar. Despite the ash looking like a stone, it’s actually a Cuban cigar that has been nestled between two bricks.