With a flash, the BMW company has come up with a novel new advertising technique that literally burns their logo into the viewers’ eyes. Locating a flash unit behind a movie projection screen, their logo is brightly flashed onto the screen near the end of this motorcycle ad. Viewers only experience a quick unidentifiable flash, but when the ad finishes and viewers are instructed to close there eyes, the logo appears in their vision… and slowly fades away.
Using the same effect as briefly looking at the sun or a camera flash, the way the effect works is simple. The way it effects the unsuspecting audience, however, really leaves a mark.
The ad features Ruben Xaus, Superbike World Vice Champion.