BMW Brings Advertising Inside Our Eyelids

No one can force you to watch an advertisement. As long as ads have been around, so has the option of changing the channel, turning off the TV or skipping through them with the DVR.

When advertising crept into movie theaters, that all began to change, as captive audiences sat in front of massive screens with no way to turn the ads off.

BMW has taken that a step further, figuring out a way to burn an image of its logo inside the eyelids of moviegoers. Cool or scary? Read on and decide for yourself!

At a movie theater in Germany, BMW played an ad that left viewers with an image of the company’s logo imprinted on the back of their eyelids. How?

Producers used the same theory of when you look at the sun and then close your eyes and see a black dot. In place of the sun, BMW used a giant flash unit. In front of the flash device was a hollowed out BMW logo which the audience couldn’t see.

During the ad, the audience saw a flash and then were told to close their eyes. Those who did were rewarded with an image of the BMW logo imprinted on the backside of their eyelids.

Advertisers are always looking for ways to get into the heads of consumers, and I’ve got to hand it to BMW for figuring out a way to make that literal. While I think the privacy police and Big Brother watchers could have a heyday with this one and its potential for brain-washing and mind-control, I take it as nothing more than a clever optical illusion deigned to keep BMW at the top of people’s minds.

An even better way to keep people thinking about BMW is to keep introducing relevant and exciting new cars, such as the company’s Vision EfficientDynamics supercar, which should hit dealers in 2012. Powered by a three-cylinder turbodiesel engine with a hybrid synchronous motor at the front axle and a full-hybrid engine at the rear axle, the car should churn out around 328 horses, sprint to 60 mph in 4.8 seconds, achieve about 62 mpg and cost under 200 grand.

Now that’s something worth remembering!

Would you be OK with BMW burning its logo into your eyelids?


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