When promoting its new fuel cell vehicle, that uses F-CELL hydrogen technology, Mercedes-Benz decided to make the car invisible instead of placing it squarely in front of everyone in the world, reports the Mashable.
Created to advertise the car’s ability to produce zero emissions and protect the environment, Mercedes-Benz covered the automobile in several mats of LEDs on the driver side of the car and mounted a Canon EOS 5D Mark II digital SLR camera on the opposite side of the vehicle, Digital Trends writes.
The video that was shot by Canon 5D Mark II on the passenger side of the car is displayed in real time on the driver side of the automobile.
This idea is quite similar to the “invisibility coat” designed by a Japanese scientist during 2003 or the iPad 2 Halloween costume that displays a giant, grotesque hole in the human body.
Mercedes is doing almost the same trick. Even though people could still tell there was a car going by, they seemed impressed by the “invisible” fuel-cell vehicle.
The video shows the car being driven by a Mercedes-Benz representative and demonstrates consumers staring at the car as it is driven throughout Germany. As the car moves, the LED lights periodically fade to black and display a text advertisement.
The slogan of the advertisement is “Invisible to the environment. F-CELL with 0.0 emissions.” The video demonstrates the ability of the LED lights to hide the vehicle when parked both in an urban environment and a wooded area.
The company assures that its new drive system is “ready for series production,” but other reports claim its commercialization set for 2014.
Still, fuel-cell technology is still quite expensive, and the reason is that hydrogen is a difficult fuel to store and transport. The materials needed to create a viable fuel-cell are still hovering in the pricey stratosphere.
So, the question is how can this technology be used in everyday life? This concept seems like something the clubbing scene could really get behind.
Rolling up to a venue with a car flashing in and out of reality would definitely attract plenty of attention. For that matter, the sides of trucks could easily have mats installed for advertising or for better blending in with the city.
This week the President Obama spoke about the brilliant future of fuel-efficient cars which can become a solution to the rising prices of gas.
“That means folks will be able to fill up every two weeks instead of every week, saving the typical family more than $8,000 at the pump over time,” Obama suggested. “That’s a big deal, especially as families are yet again feeling the pinch from rising gas prices.”
as the statistics show, gas prices are still rising, reaching an average $3.75 a gallon on Friday – a high for the year, but it still far from the high point of $4.11 in July of 2008, Loop 21 reports.
Mercedes one-upped its competition with this clever publicity stunt. The company asked, “How do you promote the most innovative drive technology in the world?” This is definitely how.