BMW uses afterimage to brand their logo in viewers minds

Adland: 
"What do we see when we look straight at the sun and then close our eyes? That's right, a bright moving disk that lasts several seconds. Every child knows this afterimage effect. We use the afterimage effect for a completely new brand experience, for the first advertising commercial that doesn't use a directly visible logo, but by doing so generates a more intensive connection to the target group. We developed a cinema ad for BMW motorcycles that turns spectators into astonished fans. It does this by using an afterimage of the brand to literally get inside people's heads. "

via Metafilter

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

Comments (3)

  • Dabitch's picture
    Dabitch

    Adage reports about it today, and one of the first comments says: "This is destined to fail" - what do you think?

    Dec 22, 2010

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