Dazzling BMW commercial literally 'gets inside your head'
by Steven Mostyn - Dec 23 2010, 09:40
Blink and you'll miss it. Image: BMW.
Likely to upset those with a fragile disposition or those with less tolerance for invasive advertising, German car manufacturer BMW has launched an ad campaign that ‘burns’ its iconic logo directly onto the eyes of its viewers.
We see nothing but the potential for complaints.
Similar to the dazzlingly bright image flash that occurs when closing your eyelids after looking directly at the sun, BMW’s ad creates an after-image echo that lingers on the viewer’s retinas for a few seconds before fading away.
The Bavarian carmaker is presently previewing the process in movie theatres across Germany, achieving the echo effect by hitting the audience with an apparently “harmless photoflash” that bursts through a stencil as the commercial ends.
According to those who’ve experienced the ad, which is explained in detail below, they are startled to see a crystal clear BMW badge on the inside of their eyelids after being prompted to close their eyes and look for their dreams within themselves.
Despite being tackily effective, it remains to be seen if BMW’s inventive campaign expands beyond cinema screens or fades as quickly as its echoing logo amid complaints and legal threats from epilepsy sufferers.
Cynics that we are here at The Tech Herald, not least because of our lack of faith where public acceptance is concerned, we’re forced to plumb for the latter.
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