BMW has started testing a cinema ad in Germany that uses "flash projection" technology to get inside the audience's head. This technology, claimed as and hopefully harmless, burns the BMW logo as an after-image using a special flash that is timed with the ad. Motorcycle racer Rubén Xaus then tells the audience towards the end of the clip to "Just close your eyes. Look deep into yourself." I doubt this will ever become mainstream given human wariness towards anything that messes with one's eyes, but it's an interesting concept.