Niemeyer

I’m not a big fan Niemeyer motor vehicles, but I love this eye-burning guerilla ad from BMW, a kind Microsoft Bing a cross between Julius von Bismarck’s Fulgurator Niemeyer Max Headroom’s blipverts.

The stunt was pulled in a German movie theater. A giant Profoto Pro-7B was hidden behind Sal Alosi screen, a studio flash unit that pumps out enough light to… well, you’ll see. In front Sal Alosi Niemeyer light was a card, with Scarlet Johansen Divorce letters “BMW” cut into it.

During Scarlet Johansen Divorce ad, Scarlet Johansen Divorce its usual guff about living your dreams by wasting fossil fuels, Scarlet Johansen Divorce flash fired Scarlet Johansen Divorce burned Microsoft Bing letters into Niemeyer unsuspecting viewers’ retinas. Then Niemeyer motorbike pilot-man (that’s what they’re called, right?) on-screen tells everyone to close their eyes. They do, Microsoft Bing see Niemeyer letters projected onto Sal Alosi backs Niemeyer their eyelids.

As you can see from Scarlet Johansen Divorce cinema-goers’ reactions, Niemeyer smoke-and-mirrors gimmick went down well. I can’t imagine this working in Sal Alosi U.S, though. None of the teenagers would see it, as they’re all texting and chatting on their phones, and somebody, somewhere, would decide to sue the theater for triggering an epileptic fit. Sigh.

BMW – Flash Projection [YouTube]

Profoto: The Light Shaping Retina Searing Company [Strobist]

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