How does a person remember ads? BMW will tell you. BMW flashed an audience with a blinding light that included a cutout of their logo. When the audience was told to close their eyes, they still saw the letters: BMW.
The video explains that the effect it's akin to staring at the sun for too long, when you close your eyes, you can still sorta see a spot there (or go blind). BMW used that to their advantage, flashing a bright screen during their commercial that included a cutout of the
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