作者:光明会 发布时间 11/01/26 来源 光明会

BMW advert ‘burns’ logo on to cinema-goers’ eyelids so they can see it when they close their eyes

By Vigilant December 22nd, 2010
Translation by Autumnson Blog
BMW logo can be seen after viewers close their eyes

BMW has come up with an innovative way of making sure viewers remember its latest ad: they are imprinting the firm’s logo on people’s retina.
The campaign uses the phenomenon that occurs when you look at the sun and then close your eyes, leaving an ‘after-image’ that can still be seen for several moments afterwards.
A new advert for the car manufacturer, which has been previewed at cinemas in Germany, uses a heavy duty flash designed for lighting film sets that shines through a cardboard stencil right at the end.
When the flash goes off during the advert it just seems like standard flash and could be taken as being the headlights from the superbike.
But when the audience then close their eyes they are startled to see the clear afterimage of the BMW logo on their eyelids.
The advert begins with champion motorcycle racer Ruben Xaus speaking about what motivates him to race.

Shot in moody black and white, it progresses with scenes of Xaus preparing to race before hitting high speeds around a racetrack.

Near the end Xaus says that he tells people who ask him what ‘living your dream’ means for him ‘to look deep inside yourself.’

‘Just close your eyes and look deep inside yourself,’ he says. ‘Maybe it’s your dream too. Close your eyes and you will see it. Close them now.’

At that moment the screen goes black and the audience close their eyes. Imprinted on their eyelids is a sharp afterimage spelling out BMW which lasts for a few moments before fading away.

A video explaining how the advert works has become a hit on the internet and has been viewed almost half a million times.

Commentators on the internet have already suggests that this one-off test may never take off due to the dangers of people complaining that it has triggered an epileptic fit and suing.

BMW - Flash Projection / Paper-Plane.fr
寶馬- 閃光投影/紙飛機.fr