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Advertising of the future, brought to you by BMW Germany


Forget print, banner/Internet or mobile advertising… BMW is taking the advertising to a whole new level.

BMW Germany is literally getting into consumers’ heads, by burning its logo onto the insides of their eyes.

I know, that sounds sort of freaky, but it’s actually quite ingenious.

Using pioneering new “flash projection” technology, BMW is testing a cinema spot in Germany that does not feature a visible logo. Instead, a bright photo flash occurs during the ad, and a few moments later the audience is asked to close its eyes.

At this point, the audience sees an after-image of the brand that has been created by the flash. The letters “BMW” appear before them, in the same way that you might see a bright spot if you had been looking at the sun and then closed your eyes.

Check out the spot in the YouTube video below.  Obviously, you won’t get the same effect, but you’ll learn how BMW Germany put the commercial together, and see real-time reactions of the audience.

Who knows, this may be a glimpse into the advertising of the future…

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