BMW gets inside your head with new ad

20 Dec

Look at the sun with your naked eye for a split second, then look away. You can still see the outline of the sun right? That’s called the after-image affect.

BMW has just introduced the same concept in a TV ad.

At a point in the commercial, viewers are asked to close their eyes and what they see in their mind’s eye is the BMW logo, burned temporarily into the retina by an overdose of light.

What a monumental waste of time, money and PR. Really? The logo? It’s gotta be deeper than that. At least tell me that the logo is actually comprised of tiny little scratches of the word SEX.

You can watch it here in a 3-minute “making of” mini documentary.

The problems with this come fast and furious. It’s objectionable. It’s dangerous. It’s slicky-tricky ad-stuff without a hint of an idea. It does nothing to increase your disposition towards the brand. It reeks of 1970’s subliminal advertising, but all updated and cool.

Worst of all, you’re blinded by the damn logo, so how are you going to be able to run to your computer and become a breathless fan on their Facebook page??



2 Responses to “BMW gets inside your head with new ad”

  1. mike fromowitz December 20, 2010 at 8:17 am #

    Too bad Canucks don’t get to see BMW commercials out of London. Far more brain used in those spots.

  2. Doug Brown December 20, 2010 at 8:29 am #

    No kidding Mike. This is just “viral” hype dressed up as something breakthrough.

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