How do they get the lenses to glow like that?

How do the camera advertisements get the lenses to show such unique colors?

Example:

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That's the multi-coating on the elements. I'm sure they boosted the saturation a bit for emphasis though. Take your 70-200 and hold it under a lamp at various angles.

My 24-70 glows the same way/colors as the 24-70 (on the left, with the big 'bulb' opening) in the picture in some really good light (preferably outdoors). I agree with CDI that they probably increased saturation as I can't get an effect that vivid

Here's a quick play I had with a pic of my Meyer 135.

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cdifoto wrote in post #3154643
Here's a quick play I had with a pic of my Meyer 135.
I didn't actually change or add any colors, I simply boosted what was already there. The colors you see depends on the coatings.

Very cool thanks...

Nikon used a similar picture for an add campaign in the mid 90s. It was that picture that made me want to use Nikon (i was in high school then). It was such a magical picture.