BMW seared into consumer minds: New ad technology takes ‘branding' to another level

How about this for subtlety in advertising? BMW is using flashing lights to “burn” its initials into your brain so that when you close your eyes, you'll continue to see the Bavarian company's brand.

Which begs the question: Is there a better way to remember a company than to have a light-induced seizure episode? We think not!

According to a story in Advertising Age, BMW is getting into consumers' heads by burning its logo onto the insides of their eyes. Using new “flash projection” technology, BMW is testing a cinema spot that does not feature a visible logo. Instead, a bright photo flash occurs during the ad, and a few moments later, the audience is told to close its eyes. That's when an afterimage of the brand--the letters “BMW”--appears before them, in the same way you might see a bright spot if you'd been looking toward the sun and then closed your eyes.

This flash-projection ad was filmed in English. BMW plans to show it in other markets after the German trial but has not yet decided where.

We figure it is one thing to go with subliminal seduction in advertising, quite another when a marketer cauterizes your brain with advertising suggestions.

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