BMW motorcycles is experimenting in Germany with a cinema ad unit that uses a bright flash to imprint the automaker's logo in such a way that audiences can see it after closing their eyes.
Advertising Age reports that by using "flash projection" technology, a bright photo flash occurs during the ad, and a few moments later the audience is asked to close its eyes. The audience sees an after-image of the letters "BMW" that has been created by the flash. The reaction is similar to a bright spot you might see if you had been looking at the sun and then closed your eyes.
A BMW spokeswoman said, "We literally got inside people's heads, involving them instead of boring them and generating a more intensive connection to our target group. Our brand should be innovative, emotional and dynamic."
Here's a video regarding the concept: