[youtube]GR_vDq2iXJ4[/youtube] Ruben Xaus: “Close your eyes and you will see it.”The BMW Logo can now be branded onto the back of people’s eyes using a recent motorbike advertisement with flash projection technology that literally leaves an after-image of the brand before the eyes.
The ad was presented at a German movie theater. The producers explained the technology in a YouTube video, saying they used a “harmless” photoflash to illuminate the logo onto the audience’s eyes.
Superbike world vice-champion Ruben Xaus features with footage of the star hurtling along the track, taking bends at 200 kilometers per hour.
“I am living my dream,“ Xaus says seductively, set to hypnotic music. ”‘What dream?’ you ask. Just close your eyes and look deep inside yourself. Maybe it’s your dream too. It’s in you.”
Then the logo flash projection hits the viewers and Xaus says, “Close your eyes and you will see it.”
Viewers reported seeing the letters BMW branded on their retinas, similar to the effect experienced after looking at the sun or into car headlights on high beam.
The so-called “harmless” photoflash uses a giant Profoto Pro-7B generator, a flash unit that pumps out an immense amount of light, according to Wired.com.
Profoto says the flashes only range from 1/1,400s to 1/3,000s but, like staring into the sun, repeated exposure to this form of branding is questionable and could perhaps even trigger epilepsy.
“Have they done any studies on how this can affect peoples vision long term?“ a YouTube user posted. ”Imagine one or two movies a week times a few years. That’s serious retina damage.”
German audience members were excited and impressed by the ad. With generally no speed limit on the German Autobahn, promotion of high-speed motorbike travel might be appropriate in Europe, and there’s no doubt the ad is original and gripping.
But as to the technique and the message, one has to wonder about the powerful effect of such overtly subliminal advertising on people’s minds and even their eyes.
The ad was presented at a German movie theater. The producers explained the technology in a YouTube video, saying they used a “harmless” photoflash to illuminate the logo onto the audience’s eyes.
Superbike world vice-champion Ruben Xaus features with footage of the star hurtling along the track, taking bends at 200 kilometers per hour.
“I am living my dream,“ Xaus says seductively, set to hypnotic music. ”‘What dream?’ you ask. Just close your eyes and look deep inside yourself. Maybe it’s your dream too. It’s in you.”
Then the logo flash projection hits the viewers and Xaus says, “Close your eyes and you will see it.”
Viewers reported seeing the letters BMW branded on their retinas, similar to the effect experienced after looking at the sun or into car headlights on high beam.
The so-called “harmless” photoflash uses a giant Profoto Pro-7B generator, a flash unit that pumps out an immense amount of light, according to Wired.com.
Profoto says the flashes only range from 1/1,400s to 1/3,000s but, like staring into the sun, repeated exposure to this form of branding is questionable and could perhaps even trigger epilepsy.
“Have they done any studies on how this can affect peoples vision long term?“ a YouTube user posted. ”Imagine one or two movies a week times a few years. That’s serious retina damage.”
German audience members were excited and impressed by the ad. With generally no speed limit on the German Autobahn, promotion of high-speed motorbike travel might be appropriate in Europe, and there’s no doubt the ad is original and gripping.
But as to the technique and the message, one has to wonder about the powerful effect of such overtly subliminal advertising on people’s minds and even their eyes.
