[Jason]

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]

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

[WWONG]

Cool semi-subliminal advertising, bro.

[keanu1]

is it legal?

[Sylon]

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]

"I see dead people"

[FrankiE90]

"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]

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

[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?

[JayKay335i]

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]

BMW pioneering again. Nice!

[Sylon]

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]

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!!

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]

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

[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).

[Sylon]

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]

Very neat.

[JOE2391]

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]

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

[cloud8r]

Originally Posted by keanu1

is it legal?

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]

Inception.

[Focus]

R