The “invisible” Mercedes

This is a marketing campaign that impressed me and my students - Mercedes new “F-cell hydrogen fuel cell technology” has zero emissions and therefore is (apparently) invisible to the environment. So how to get this point across to consumers? With a lot of new technology - that’s how. Not quite the cloak of invisibility, but getting there!

The advertisement shows the car on the streets of Germany getting a lot of stares (and participation) and is one reason why TV advertising is not dead - you couldn’t get the same point across on radio or a print campaign. The youtube site has over 8 million views and while some adverts can “go viral” without any TV exposure, most need that initial TV run to get things going. A great concept and a great ad!