BMW advert ‘burns’ BMW logo on to your eyelids

BMW are 'burning' their logo on cinema-goers eyelids

BMW are using an industrial-strength light flash – projected through a stencil – to ‘burn’ the BMW logo on cinema-goers eyelids.

We’ve all done it – stared at the sun, closed our eyes and still been able to see a bright light. In fact, some of us have gone a bit further. I remember competitions to see how long we could look at the sun in the Junior school playground. Probably not wise. But we were very young and it was Lancashire. So the sun never shone for more than twenty seconds at a time.

Now BMW’s advert bods have harnessed that effect to promote the BMW brand. A new advert for BMW has been airing in German cinemas and uses heavy-duty film set lights flashed through a BMW stencil during the advert. All cinema-goers see is a bright flash of light at the end of the advert, an advert with a voice-over – and featuring – motorcycle racer Ruben Xaus.

Ruben narrates the story of his race preparation, and towards the end of the advert explains that when people ask him what it’s like to ‘Live the Dream’, he says “…look deep inside yourself. Close your eyes and look deep inside yourself. Close your eyes and you will see it. Close them now.”

Which, instinctively, is exactly what the cinema-goers do, only to realise that there’s a perfect, sharp and in-focus after-image of the BMW logo in their vision. Very smart.

Now, where’s my claim form for light-induced epileptic fits?

Video story of the BMW logo ‘burnt’ on cinema-goers eyelids.