BMW Changes the Meaning Of Getting Inside Your Head

While browsing Advertising Age, I came across an article that reminded me a bit too much of a certain George Orwell novel. BMW Germany has recently developed a "flash projection" technology that temporarily forces viewers to see the BMW logo burned on the inside of their eyelids after watching a BMW ad.

Although there is no logo visible during the actual ad, a voice asks the audience to close their eyes after they witness a blinding flash, similar to that of a photograph. If they close their eyes, as they are told, the viewer would see "BMW" imprinted on the inside of their eyes. The flash projection project apparently "leaves a lasting impression," but I think that's just a nice way to put it.

A more honest way would be to say that it forces one. True, the flash is harmless physically- but ethically? Usually, if a consumer does not approve of what they see on a screen, they are welcome to change the channel or close their eyes to it. But what happens when this is no longer an option? Are we pushing the bounds of morality by forcing people to see this logo? Or is this what brands need to do now in order to break away from the clutter?

Perhaps I am being oversensitive. For many people see this new "flash projection" technique as an innovative way to grab attention and allow consumers to actively engage with the brand. After all, "BMW" only appears on your eyelids for a second. And it's really no different from conventional advertising, except for the fact that it takes away your free will. But really, who needs that?

I guess the moral of this story is keep your eyes wide open, because if you aren't safe in your own head, you aren't safe anywhere. Make up your own mind.