宝马广告竟可植入视网膜 闭眼也能看

　　The advert begins with champion motorcycle racer Ruben Xaus speaking about what motivates him to race. Shot in moody black and white, it progresses with scenes of Xaus preparing to race before hitting high speeds around a racetrack. Near the end Xaus says that he tells people who ask him what ‘living your dream’ means for him ‘to look deep inside yourself.’ ‘Just close your eyes and look deep inside yourself,’ he says. ‘Maybe it’s your dream too. Close your eyes and you will see it. Close them now.’

　　宝马的这次广告“启用”了世界摩托车锦标赛西班牙车手Ruben Xaus 做模特，让他在广告中大谈特谈赛车的感受与动机。在广告中，帅气的西班牙车手Ruben Xaus身穿黑白相间的超酷赛车服，预备冲击新的赛车记录。在广告结尾处，Ruben Xaus饱含深意地广告词直接与广告主题相呼应，他在广告中诠释“实现梦想”时说：“对于我来说，实现梦想就是先闭上眼睛，然后想想自己的价值到底在何处！”这段经典台词让评论家赞赏万分，因为收看广告的观众在感应了Ruben Xaus的呼应后，闭上眼睛，宝马的标志BMW就会“印”在他们的视网膜上。广告要强调的含义与效果实现完美结合，厂商煞费苦心的用意得到了良好反馈。

　　A video explaining how the advert works has become a hit on the internet and has been viewed almost half a million times.

　　据悉，这个广告被人作为视频放在了网上，短时间内就赢来了数百万的超高点击率。