BMW advert ‘burns’ logo on to cinema-goers’ eyelids so they can see it when they close their eyes
By Vigilant December 22nd, 2010
Translation by Autumnson Blog
BMW logo can be seen after viewers close their eyes寶馬標誌能被看到在觀眾閉上他們的眼睛後
BMW has come up with an innovative way of making sure viewers remember its latest ad: they are imprinting the firm’s logo on people’s retina.
寶馬已經得出一個創新的方法以確保觀眾記住它的最新廣告：他們壓印公司的商標在人們的視網膜上。
The campaign uses the phenomenon that occurs when you look at the sun and then close your eyes, leaving an ‘after-image’ that can still be seen for several moments afterwards.
廣告系列使用現象發生在你看著太陽時，及然後閉上眼睛，遺下一個'後影像'，在幾刻之後仍可被看到。
A new advert for the car manufacturer, which has been previewed at cinemas in Germany, uses a heavy duty flash designed for lighting film sets that shines through a cardboard stencil right at the end.
一個為汽車製造商的新廣告，已在德國的戲院被預覽，為發光的電影佈景使用重型閃光設計，那在最後即時透過紙板模具照耀。
When the flash goes off during the advert it just seems like standard flash and could be taken as being the headlights from the superbike.
在廣告期間當閃光熄滅，它只是看來像標準閃光和可被接受，因為像是來自超級摩托車的大燈。
But when the audience then close their eyes they are startled to see the clear afterimage of the BMW logo on their eyelids.
但是，當觀眾跟著閉上他們的眼睛，他們吃驚地看到清晰的BMW殘影在眼蓋上。
The advert begins with champion motorcycle racer Ruben Xaus speaking about what motivates him to race.
Shot in moody black and white, it progresses with scenes of Xaus preparing to race before hitting high speeds around a racetrack.
Near the end Xaus says that he tells people who ask him what ‘living your dream’ means for him ‘to look deep inside yourself.’
‘Just close your eyes and look deep inside yourself,’ he says. ‘Maybe it’s your dream too. Close your eyes and you will see it. Close them now.’
At that moment the screen goes black and the audience close their eyes. Imprinted on their eyelids is a sharp afterimage spelling out BMW which lasts for a few moments before fading away.
A video explaining how the advert works has become a hit on the internet and has been viewed almost half a million times.
Commentators on the internet have already suggests that this one-off test may never take off due to the dangers of people complaining that it has triggered an epileptic fit and suing.
BMW - Flash Projection / Paper-Plane.fr
寶馬- 閃光投影/紙飛機.fr
西元2010年11月04日
http://vigilantcitizen.com/?p=6045
光明會符號主義：汽車業
商標的象徵主義(長片) 及 土星崇拜公司的商標
Karotz：監視你家的光明會RFID晶片兔
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