BMW Ad Puts Company Name Into Viewers Heads (VIDEO)

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:

Comments

[LewScannon]

04:11 PM on 12/28/2010

Yeah, watch this video that will burn an image into your retinas. Isn't this illegal?

[mfstout]

09:05 PM on 12/21/2010

I couldn't see it on my computer, but it may not work on my computer. I've seen the effect. I love the idea. For all those cynical, hate-mongering unhappy souls, this is genius. If you think this is a bad idea, then you don't get it. Seriously. You really don't get it. If you think this is a bad idea, close your eyes, then close your computer.

[MTGradwell]

05:22 PM on 12/20/2010

Tell me something, and I will forget.
Show me something, and I can remember.
Involve me, and I will understand.
Flash me, and I will buy the car you're selling.
Or maybe not.

[theal8r]

09:23 AM on 12/22/2010

Cory Doctorow, you are genius...

[wmholt]

10:34 AM on 12/20/2010

Next, they'll be using "blipverts". (See Max Headroom)

[nailinpalinnow]

06:14 AM on 12/20/2010

I saw great floods, Christ on the Cross, a host of dragons in pitched battle, legions of lost souls, spirits of the dead rising over a great field, the ground cracking like an eggshell under my feet, you know...the same ol' shit I always see. *


*nod to Cartman

[SwingingFromCenter]

05:57 AM on 12/20/2010

I don't care about the ad.  What I do find hilarious are so many comments about how the various people here will boycott BMW for this and will never buy one of their cars now.  This is especially humourous since the vast majority of you couldn't afford to buy one even if you wanted one.

[ScottnLaguna]

03:55 AM on 12/20/2010

After reading these posts, I closed my eyes and a bright blue J A C K A S S appeared. It was scary.

[Javida]

09:06 PM on 12/19/2010

Why would we want to watch this ad? We've all experienced optical illusion. Just look at any strong light source, then close your eyes and, viola, you see the light in spite of not directly looking at it.

Senseless, to entertain BMW's manipulative ad even for a second. Not at all surprising that businesses would like to turn us into instant autmatons that pass our money to them w/ the flip of an ad. Of course many of us already do so, but BMW's not satisfied until they have even more car owners putting money into their big execs' and shareholders' bank accounts.

But, hey, they can do as they please. My car is paid for and I don't plan to buy another one. What I do plan to do is walk and use a bicycle more ofter for health's sake and to spend less on gasoline and car maintenance. So BMW can do as they like w/ their silly ads.

[edgeman au]

08:45 PM on 12/19/2010

the more invasive advertising is , the more likely im going to pass over your product.

[SwingingFromCenter]

06:10 AM on 12/20/2010

As though you could afford one, anyways.

[speckitis]

08:29 PM on 12/19/2010

Damn.... My arm is rubber and easily twisted. Especially by an orange F800GS.

[HighInfoVoter]

07:44 PM on 12/19/2010

It's just a visual effect that's used in an interesting way. There's nothing sinister.

[wmholt]

10:39 AM on 12/20/2010

Right. If seeing the word "BMW" on a still frame doesn't make you want to buy their car, then seeing it as a quick flash will not make you want to buy it either.

[AnnoyedCanuck]

07:32 PM on 12/19/2010

Same thing Beck, Limbaugh, Hannity and O'Reilly do with far-right lies, except they use buzzwords and bromides instead of flashing logos.

[joeythes]

07:31 PM on 12/19/2010

OK, I own a BMW, (2 actually). I have been a copywriter and creative director for decades. I specialized in car advertising in 3 continents and 4 countries - but this just creeps me out. I think it's a liberty and is a physical assault on my person. I think it is unethical. Bring that over here and I'll sue the Bloody Mother*($&@$ Works out of you.
But folks should understand - no ad, not matter how devious, smart, clever, funny or sad, can make ya do anything you don't want to do. They can change your mind or help you form an opinion if you're open to it, but that's as far as they can push. Ads are just 21st Century shingles, is all.

[Rick Eriksen]

07:51 PM on 12/19/2010

You own 2 BMW's...and you write copy here in the states, and you would sue them if they showed that over here...you sound really confused about where you are and what you are doing...

[joeythes]

09:05 PM on 12/19/2010

Simple Rick. I think there are limits to how much an advertiser should interfere with peoples lives. Even as a copywriter and BMW fanboy.

[norby413]

07:03 PM on 12/19/2010

Lot of people here not getting it. This is NOT subliminal advertising. They're TELLING YOU about it!

[Demarcus Jackson]

08:49 PM on 12/19/2010

THANK YOU!!!

I am glad that I am not the only one that has figured this out. See my huge comment below.

[Javida]

09:12 PM on 12/19/2010

"Subliminal" adverstising is not the issue. It's the arrogance behind the ad's design and personal invasiveness of it. That's the issue.

[Demarcus Jackson]

09:44 PM on 12/19/2010

True. This is just a slick and pretty cool ad with a cute guy and an awesome motorcycle. And, as a psychologist, I like the whole optical illusion thing.

[Sharkcellar]

05:18 PM on 12/19/2010

Harmless.