Sunday, December 26, 2010

Hey BMW, Get Out Of My Head!

Remember when you were a kid and you would look at a light source, then close your eyes? Yeah, me too. You would be able to see the shape of that light for a few seconds after wards, and it would seem cool. Well, as my post title suggests, BMW has decided to try and capitalize on this concept in one of their advertising campaigns. Now it's quite obvious that they're just doing this to spark intrigue and conversation, and probably aren't trying to engrave their brand into people's minds, but it's fun to ignorantly accuse them of doing so for the sake of my post.

For those who didn't take Science 10 in high school, the concept works by photoreceptor cells in your retinas losing sensitivity after being overstimulated -- so if you flash 'em and then close your eyes (or look at any blank surface, like a wall or piece of paper), the cells corresponding to the flashed image will send out weak signals to your brain in comparison to the unflashed cells, which signal normally. Result? A reverse-color "cutout" of the letters B-M-W hovering in your visual field.

This post would be utterly pointless without a video, so here you go:

 

In summary, I tip my hat to BMW for thinking outside the proverbial "advertising box" in which most companies find themselves restricted. There doesn't really seem to be too many major breakthroughs in advertising these days. However, seeing the letters B.M.W engraved in my retinas for two seconds isn't going to make me shell out $40,000 for a 3-series if I didn't already want one. 

26 comments:

  1. I know what you mean about the lights. I used to do the same thing when I was little except I would also rub my eyes a bunch and cause swirls.

    I didn't see the logo though, maybe it's because I didn't go fullscreen.

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  2. I didn't see it either. Do they flash the logo 2:04 into the video?

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  3. I always thought they were taunting me...Be More Wealthy

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  4. Someday, I will be able to afford all the things on your site! lol

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  5. Germans are geniuses. They are the innovators! That's what I call god-like marketing >_<

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  6. I agree with you, Advertising in this manner is HO business.

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  7. Wow that is absolutely amazing - I hope to see this form of advertising being used more often!

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  8. i closed my eyes! and then didnt see anything. i fail.

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  9. That sure got my attention! Great form of advertising imo

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  10. bmw. a nice car but too expensive, too needy

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  11. They always come up with brilliant campaigns.

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  12. I used to do the light thing all the time

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  13. I didn't see it.. Maybe because of the quality of the video. Those people were at a sort of cinema so it worked for them. BMW is a good car but I could settle with an VW :D

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  14. Too expensive for what its worth but..it'd be nice

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  15. The worst are Lexus cars with faux-German headlights. Those damn things hurt my eyes when driving at night.

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  16. wow. just wow. really awesome commercial and yeah, a pretty inovating approach to the advertising angle.

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  17. The adworld always manages to surprise me.

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