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(AdAge.com) — BMW Germany is literally getting into consumers’ heads, by burning its logo onto the insides of their eyes. Using pioneering new “flash projection” technology, BMW is testing a cinema spot in Germany that does not feature a visible logo. Instead, a bright photo flash occurs during the ad, and a few moments later the audience is asked to close its eyes. At this point, the audience sees an after-image of the brand that has been created by the flash. The letters “BMW” appear before them, in the same way that you might see a bright spot if you had been looking at the sun and then closed your eyes.

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