Guard the passages to your mind.

It's amazing how hard times inspire and bring out a resourcefulness.


The above cinema spot by BMW in Germany used flash projection technology to leave a more lasting impression of the brand’s logo in the audience’s minds. Flash projection technology allowed BMW to reproduce the effect of looking up at the sun, or seeing a bright flash of light. Once you close your eyes, the contours of that light slowly fade away, leave the sun’s silhouette seemingly ‘on your mind’.


The cinema ad featured a motorbike racer discussing why he races – to follow his dream. The ad then asks people to close their eyes following a flash of light at the end – what is left is the impression of the BMW identity’s sharp contours.


The video below discusses the making of the ad in additional detail. I admired the spot for its more entertaining and involved approach. The video itself surmises what makes this interesting:


Tell me something. And I will forget. Show me something. And I can remember. Involve me. And I will understand