BMW Ad Puts Company Name Into Viewers Heads (VIDEO)

12/19/2010 12:53 am ET | Updated May 25, 2011

BMW has figured out how to get into the heads of prospective customers — literally.

The car and motorcycle company worked with lighting manufacturer Profoto to produce a commercial with light effects that allow viewers to temporarily see the letters "BMW" when they close their eyes.

The ad relies on an optical illusion called an afterimage effect.

WATCH: