BMW has come up with a new piece of advertising trickery that literally is designed to get inside the head of anyone who watches it.
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. It’s sorta like when you were a kid and would briefly look into the sun and then close your eyes and see your very own laser light show going on inside your head. Trippy, right?
Now Notchweiner has been in this business a long time. And Notchweiner believes that finding clever, new places to put relevant ad messages is one of the more creative pursuits in the ever evolving advertising process. Notchweiner believes advertising belongs in unexpected places. Notchweiner believes consumers can be delighted and engaged by stumbling onto a new and interesting placement. But one thing Notchweiner does not believe in is burning a fricking logo into someone’s fricking eyes. To Notchweiner, that feels just a little bit intrusive. A little bit 1984-ish. A little bit… how should I say it… fricking creepy. That’s how I should say it.