We all know the effect of an afterimage especially when we look at the sun and see its shape when we close our eyes. This is accomplished because our eyes after closing manage to keep for a few seconds a silhouette  of a bright object that was just seen.

This is the first time I saw it being used on an ad and it causes a great effect.
They make use of flashes of lights with a shape of BMW’s logo behind the screen while the ad is shown. This is unnoticeable to the audience but when the ad tells you to close your eyes you experience the afterimage.  See the video for more details.

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