he video: Some German moviegoers were recently the test subjects for an unusual experiment in advertising. (See clip below.) While an otherwise "wonderfully dull" commercial for BMW unfolded on the screen, a powerful flash projected the the company's logo at the audience — at which point, the commercial's motorsport-star protagonist advised the audience to close their eyes. When they did, the logo appeared to have been imprinted on the insides of their eyelids — much like the after-effect that occurs when you stare at the sun.
The reaction: The eyelid-branding stunt certainly distinguishes BMW's ad from other car commercials, says Matthew Humphries at Geek.com. But even though it succeeded in Germany, says Charlie Sorrel at Wired, "I can't imagine this working in the U.S." Knowing America's litigious culture, "somebody, somewhere, would decide to sue the theater for triggering an epileptic fit." Watch this video to see how the ad worked:
- Diagnosing the Home Alone burglars' injuries: A professional weighs in
- The 10 worst-reviewed movies of 2013
- The secrets of happy families
- Watch The Daily Show mock the NSA and the gamers they're spying on
- How did Love Actually become so controversial? A theory
- Antarctica recently experienced the coldest day in recorded history
- Is the rent really too damn high?
- Americans are wealthier than ever*
- The U.S. auto bailout is officially over. Here's what America lost and gained.
- Godzilla: Watch the surprisingly grim trailer for the blockbuster reboot
Subscribe to the Week