The BMW S1000R is fast enough and sexy enough (other than that one lazy eye) to sell itself, and you'd think a commercial showing World Superbike rider Ruben Xaus flogging one around the track would be quite enough to get people inclined to buy the things. Not enough for BMW . The company used the optical illusion of afterimage to temporarily imprint "BMW" onto the retinas of theater-goers. Behind the screen was a giant cut-out backed by an even bigger light (a Profoto Pro-7B, we're told). It flashed for an instant during the commercial and, while all the spectators noticed was a quick pop, when they were asked to close their eyes they saw the logo hovering in their vision. Subliminal? Possibly. Illegal? Maybe. Ingenious? Absolutely.