Speaking of burning eyes, I saw my first Metro tunnel ad this weekend... it was flickery, impossible to read and almost instantly induced a migraine.

Have you seen one yet? It was strobolicious.

Here's a reader response from comments@readexpress.com. The Fifth Letter [E] writes:

I'm sorry but I can sympathize with those who get motion sickness and any other ailments from motion related occurrences throughout their days. Well, actually, I can't. But, I do have empathy for you. But, for you to infer that the new tunnel ads are "strobolicious" is partially true, and partially false. The ads are backlit, and they are an absolutely wonderful idea to bring to light and life a sorely unrecognized potential for Metro. Theses ads, break the monotony of riding the trains with nothing to look at but darkness, and the fronts & backs of other riders. Imagine all the possibilities this type of promotion can bring. Not only commercially, but artistically as well. When so much of our viewing experiences are based on motion graphics, these ads are a creative genius, and a potential cash cow to be milked. Just think, if your favorite artist [alive or dead] had one of their works in motion. It would be a visual and virtual tunnel of color. Your favorite music group, band or artist? Imagine the possibilities. I commend Metro for finally getting ahead, and thinking on their feet, just as I stand on the train most days.

Another reader weighed in at comments@readexpress.com. From Thom:

Per the comments reprinted today (Tuesday 23 May) in the Look Out Online section -- As a daily commuter between Metro Center and Union Station, I completely agree that the two ads "[are] flickery, impossible to read and almost instantly [induce] a migraine." I also think Metro should have them in every tunnel, running in both directions, and on each side of the tunnel. And stick up a row of posters along the above-ground tracks, too. My reading of the current Metro map indicates that Metro should be able to support 352 different ads this way. That doesn't even count ads which could be stacked vertically.

Also: In the spirit of the zoetrope visuals, I have an idea for how to add sound. Like the grooved plastic discs inside a See 'N Say, I propose that the audio for the Lexus commercials (or whatever) could be stored on a heavy-duty plastic strip which would be positioned inside the tunnel so that the train cars rub against it as they speed through the tunnel. The car roof would then act as a sounding board, and the space inside the car as a resonating cavity to amplify the sound. No commuter would be able to ignore the ads then. The fidelity would be incredibly low, of course, but would match the "video" well. The advertisers could even play on the poor sound: "The Lexus says . . . VRRROOOOOM."

However, I will be the first admit that this does not solve the migraine problem.

The readers love this topic. From Jamie Spam (which would make a great deejay name, by the way):

The ad in the Metro tunnel made me completely motion sick. I think Metro should warn people of exactly where the ads are so we know when to look away.