Well Played: BMW Changes the Advertising Game With "Flash Projection Technology"

In an ad recently shown in movie theaters, BMW used what it calls "Flash Projection Technology" in a spot featuring its BMW S1000RR motorcycle. This innovation reproduces the effect of looking at the sun or getting flashed with a camera bulb. When a person closes his/her eyes, the contours of that light slowly fade away, leaving the flash silhouette in your vision even with your eyes shut. In this ad, BMW reworked the flash so that when viewers close their eyes, they see a BMW logo. Check out the video above where they explain how they did it. Awesomely disturbing. [PSFK]

Tags: advertisement, bmw, well-played
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