BMW Ad Utilizes After-Image Effect on Viewer's Eyes

Jason · 12-14-2010, 02:09 AM

Here is a neat look at a recent cinema advertising campaign undertaken by BMW which utilizes a phenomenon called the After-Image Effect. The After-Image Effect is the visual effect one experiences when looking at a bright light source (such as the sun or camera flash) and the spots one sees when closing the eyes immediately afterwards.

In this ad, the BMW letters flashes momentarily towards the end of the ad and the viewers were asked to close their eyes immediately after conclusion of the ad spot. What they saw was a lingering BMW sign. Viola, the first advertising commercial that doesn't use a directly visible logo! Oh, and the ad isn't too shabby either - featuring sportbike champ Ruben Xaus.

* Note: this does NOT work by watching the video, only for those who see the ad in person

BMWI6 · 12-14-2010, 03:24 AM

Awesome! Except now I wish I could see it for myself.

WWONG · 12-14-2010, 03:30 AM

Cool semi-subliminal advertising, bro.

keanu1 · 12-14-2010, 04:39 AM

is it legal?

Sylon · 12-14-2010, 06:03 AM

Quote:

Originally Posted by keanu1

is it legal?

Why wouldn't it be? Subliminal messaging has been used for years, especially in movie theaters. This one even announces that it exists within the ad, so its really not all that secretive.

termigni · 12-14-2010, 06:41 AM

"I see dead people"

FrankiE90 · 12-14-2010, 06:56 AM

"I will buy bimmers only!" reprogrammed

at 2:04 is the flash of light with the logo - we're not gonna see it on u tube.
2:13 - 2:16 is where u would see the color'd logo.

nice acid trip effect.
literally a burn in.

auggiem3 · 12-14-2010, 07:09 AM

This technique is very cool...but is it transferable to delivery beyond "in person" viewing?

USC2000 · 12-14-2010, 08:49 AM

I think you could see it if you can recreate the same environment they saw it in. Just need to view it in a really dark room with a bright enough tv. Anyone wanna give it a shot?

JayKay335i · 12-14-2010, 09:27 AM

Very cool. They need to consult with a vision scientist to see how to do it correctly. There are better ways that will leave more vivid images than just flashing a light once.

DM1 · 12-14-2010, 10:02 AM

BMW pioneering again. Nice!

Sylon · 12-14-2010, 10:06 AM

Quote:

Originally Posted by USC2000

I think you could see it if you can recreate the same environment they saw it in. Just need to view it in a really dark room with a bright enough tv. Anyone wanna give it a shot?

I dont think that would work. If they only had to use a single screen, they wouldnt need the box light and BMW cutout behind the projection screen. The trick is, when the film displays the "flashing light" on the projection screen, the box light behind it flashes at the same time. The BMW cutout in between the box light and the projection screen is lit up and is burned into your eyes, causing the spots when you close them.

The box light behind the projection screen is masked by the bright light within the film. It all happens at the same time so you dont notice it right away. But Im almost 100% sure you would need to have the same setup in person to experience this for yourself.

Jason · 12-14-2010, 10:08 AM

Quote:

Originally Posted by sippinblkgold

haha i'll try it tonight on the 50" plasma with all the lights off. if i have a second bmw by the end of the day tomorrow, run!!

Quote:

Originally Posted by Sylon

I dont think that would work. If they only had to use a single screen, they wouldnt need the box light and BMW cutout behind the projection screen. The trick is, when the film displays the "flashing light" on the projection screen, the box light behind it flashes at the same time. The BMW cutout in between the box light and the projection screen is lit up and is burned into your eyes, causing the spots when you close them.

The box light behind the projection screen is masked by the bright light within the film. It all happens at the same time so you dont notice it right away. But Im almost 100% sure you would need to have the same setup in person to experience this for yourself.

Correct.

* Note: this does NOT work by watching the video, only for those who see the ad in person

Chewy734 · 12-14-2010, 11:02 AM

That's awesome! Pioneering the way you see ads... gotta love it!

Slalom · 12-14-2010, 11:37 AM

The FCC held hearing in 1974 on subliminal advertising. A policy statement was issued to the effect that such advertising was "contrary to the public interest" and "intended to be deceptive".

Thus you will not see it on TV in the US. It has also been banned in Canada.

The FCC pronouncement is influential but not determinative for advertising in cinemas as was the case here (also it took place in Germany).

Sylon · 12-14-2010, 01:34 PM

Quote:

Originally Posted by Slalom

The FCC held hearing in 1974 on subliminal advertising. A policy statement was issued to the effect that such advertising was "contrary to the public interest" and "intended to be deceptive".

Thus you will not see it on TV in the US. It has also been banned in Canada.

The FCC pronouncement is influential but not determinative for advertising in cinemas as was the case here (also it took place in Germany).

I believe you about the FCC ruling, but I dont see this as subliminal. The definition of subliminal is "Below the threshold of conscious perception. Inadequate to produce conscious awareness but able to evoke a response.", basically tapping into a person's subconscious. They made if very clear that the message was there and even instructed how to see it. I think thats how they get around the subliminal part, they weren't exactly secretive about it, they said right in the ad that the BMW logo was there.

I dont see it as subliminal only because they said it was in the ad. Its more like an illusion, just a party trick.

Ryan_T · 12-14-2010, 06:04 PM

Very neat.

JOE2391 · 12-15-2010, 01:20 AM

coca cola used to do that in the 70's during movies... and thats illegal because there flashing there logo into your subconscious thus making u want a coke... it just happens so fast you'll have no idea what you even saw...

MolanM3 · 12-15-2010, 10:24 AM

this is so cool. i will try to use this technic on other people.

ramyar · 12-15-2010, 01:01 PM

Quote:

Originally Posted by keanu1

is it legal?

Quote:

Originally Posted by Sylon

Why wouldn't it be? Subliminal messaging has been used for years, especially in movie theaters. This one even announces that it exists within the ad, so its really not all that secretive.

Subliminal advertising is illegal in the US. Regarding this specific ad, that's debatable. Then again, most people who are hypnotized know and remember being, yet may still carry out the hypnotized suggestions.

Nutballa · 12-16-2010, 11:23 PM

Inception.

Focus · 12-16-2010, 11:28 PM

R

12-14-2010, 02:09 AM	#1
Jason Administrator Drives: E90 M3 Join Date: Mar 2005 Location: IoT Posts: 13,981 iTrader: (0)	BMW Ad Utilizes After-Image Effect on Viewer's Eyes Here is a neat look at a recent cinema advertising campaign undertaken by BMW which utilizes a phenomenon called the After-Image Effect. The After-Image Effect is the visual effect one experiences when looking at a bright light source (such as the sun or camera flash) and the spots one sees when closing the eyes immediately afterwards. In this ad, the BMW letters flashes momentarily towards the end of the ad and the viewers were asked to close their eyes immediately after conclusion of the ad spot. What they saw was a lingering BMW sign. Viola, the first advertising commercial that doesn't use a directly visible logo! Oh, and the ad isn't too shabby either - featuring sportbike champ Ruben Xaus. * Note: this does NOT work by watching the video, only for those who see the ad in person __________________ Check on the Latest BMW News Become a fan of Bimmerpost Facebook Follow us on Bimmerpost Twitter Subscribe to Bimmerpost Youtube Channel
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12-14-2010, 03:24 AM	#2
BMWI6 Major Drives: 335is Join Date: Feb 2008 Location: Miami, Fl Posts: 1,314 iTrader: (2)	Awesome! Except now I wish I could see it for myself. __________________ If everything seems under control, then you aren't going fast enough"

12-14-2010, 06:41 AM	#6
termigni Lieutenant Drives: Duc 996 Join Date: Oct 2006 Location: NJ Posts: 451 iTrader: (0)	"I see dead people" __________________

12-14-2010, 06:56 AM	#7
FrankiE90 Major General Drives: 2011 E90 Space Gray™ Join Date: Feb 2008 Location: Pasadena, Ca Posts: 8,500 iTrader: (10)	"I will buy bimmers only!" reprogrammed at 2:04 is the flash of light with the logo - we're not gonna see it on u tube. 2:13 - 2:16 is where u would see the color'd logo. nice acid trip effect. literally a burn in. __________________ FrankiE90 AKA:.[The TANK] *CLICK THE SIG 2011 335 E90 MTECH 6MT • KW V3 • INJEN Intake • Berk 4" DP • Vanguard V2 exhaust • Procede V5 • Stoptech BBK • RPI Scoops • Karbonwerk CSL Trunk • LUX H8 • 19" BBS LM • 18" BBS GT4

12-14-2010, 08:49 AM	#9
USC2000 Captain Drives: Black Sapphire 325i Join Date: Jul 2007 Location: El Paso, TX Posts: 885 iTrader: (10)	I think you could see it if you can recreate the same environment they saw it in. Just need to view it in a really dark room with a bright enough tv. Anyone wanna give it a shot? __________________ E90 325i \|OEM HID Retrofit\|OEM Blacklines\|OEM Gloss Black Grills\|ZHP Shift Knob\|Smoked Amber Overlays\|162s with 18mm Rear Spacers\|Euro Foglight Switch\|Mtec V3.0 AEs\|MFD Scoops with K&N Air Filter\|

12-14-2010, 03:30 AM	#3
WWONG Banned Drives: 2012 BMW X5 xDrive35d Join Date: May 2010 Location: Houston, TX Posts: 1,834 iTrader: (14)	Cool semi-subliminal advertising, bro.

12-14-2010, 04:39 AM	#4
keanu1 tiamat Drives: 525 d Join Date: Aug 2007 Location: romania Posts: 1,269 iTrader: (0)	is it legal?

12-14-2010, 07:09 AM	#8
auggiem3 Lieutenant Drives: e92 M3 / former e46 M3 owner Join Date: Jan 2009 Location: Washington, DC Posts: 439 iTrader: (0)	This technique is very cool...but is it transferable to delivery beyond "in person" viewing?

12-14-2010, 09:27 AM	#10
JayKay335i Banned Drives: ///M323 DCT Join Date: Apr 2009 Location: North Dakota; its best DUHHHHHH Posts: 5,049 iTrader: (1)	Very cool. They need to consult with a vision scientist to see how to do it correctly. There are better ways that will leave more vivid images than just flashing a light once.

12-14-2010, 10:02 AM	#11
DM1 Captain Drives: E46 320i M Sport Join Date: Nov 2006 Location: Monterrey, Mexico. Posts: 665 iTrader: (0) Garage List 2007 Z4 3.0si [0.00] 2006 325i [0.00] 2005 Renault Megane RS [0.00]	BMW pioneering again. Nice! __________________

12-14-2010, 11:02 AM	#14
Chewy734 Major General Drives: 2006 BMW 330i ZPP, ZSP Join Date: Dec 2008 Location: Cleveland, OH Posts: 6,605 iTrader: (15)	That's awesome! Pioneering the way you see ads... gotta love it! __________________ Currently for sale: N/A

12-14-2010, 11:37 AM	#15
Slalom First Lieutenant Drives: 04 Z4, 07 328xiT,12 M3 week 46 Join Date: Nov 2010 Location: Bern Posts: 310 iTrader: (0) Garage List 2007 BMW 328 xi Tou ... [0.00] 2012 BMW M3 Coupé [0.00] 2004 Z4 [0.00]	The FCC held hearing in 1974 on subliminal advertising. A policy statement was issued to the effect that such advertising was "contrary to the public interest" and "intended to be deceptive". Thus you will not see it on TV in the US. It has also been banned in Canada. The FCC pronouncement is influential but not determinative for advertising in cinemas as was the case here (also it took place in Germany). __________________ Collelongo (AQ) BMW Club Sometimes I wonder why I drive BMW's then I drive something else and the doubt disappears.

12-14-2010, 06:04 PM	#17
Ryan_T Prospective Lurker Drives: B8 A4 Join Date: Jul 2009 Location: Canada Posts: 128 iTrader: (0)	Very neat. __________________ Ryan - flickr

12-15-2010, 01:20 AM	#18
JOE2391 Private First Class Drives: 128i Join Date: Apr 2010 Location: NY Westchester County Posts: 152 iTrader: (0)	coca cola used to do that in the 70's during movies... and thats illegal because there flashing there logo into your subconscious thus making u want a coke... it just happens so fast you'll have no idea what you even saw...

12-15-2010, 10:24 AM	#19
MolanM3 Banned Drives: E92 Join Date: Apr 2008 Location: Korea --> canada Posts: 141 iTrader: (0)	this is so cool. i will try to use this technic on other people.

12-16-2010, 11:23 PM	#21
Nutballa Captain Drives: BMW 335i Join Date: Sep 2008 Location: Austin, Texas+ San Antonio Posts: 762 iTrader: (1)	Inception. __________________ BMW FTW! "Power is nothing without Control" - Pirelli.

12-16-2010, 11:28 PM	#22
Focus Captain Drives: N/A Join Date: Apr 2010 Location: Jersey Posts: 872 iTrader: (2)	R

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