BMW develops revolutionary subliminal ad

German luxury automaker BMW is attempting to steer its brand messaging right into viewers’ brains with a new cinema campaign that has the automaker imprinting its logo subliminally so that viewers see it when their eyes closed, according to a recent piece in Advertising Age.

A new “flash projection” technology was used for the spot in Germany. It does not contain any logos but a bright flash occurs during the ad, which later instructs viewers to close their eyes. Apparently viewers can then see the remnants of the flash spelling out “BMW” inside their eyelids.