Mercedes has developed an "invisible car" illusion to promote its yet-to-be released fuel cell vehicle which produces no emissions.
To create the illusion, a special effects crew attached cameras to one side of a car and a mat of LEDs to the other.
The LEDs then displayed the images being received by the cameras, creating the illusion that viewers could see through the car.
The idea behind the promotion is that the cars with Mercedes' new F-Cell technology will be "invisible" to the environment.
The advertisement comes as car companies continue to try and one-up each other with increasingly elaborate advertising gimmicks.
Other recent stunts used by car companies include a film clip from Chevrolet and the band OK Go earlier this year which saw them use a rally car to play a song as they drove around a specially-designed track.
And Subaru in 2010 created an amazing flip book animation by drawing a series of cartoon cells on a wall then filming them from a camera attached to a WRX STI driving past
Tim Burrowes, from media and marketing blog Mumbrella, said car companies were simply trying to get people to pay attention.
"You have people sitting there with the TV on in the corner and you have got to do something to catch their attention, to break the pattern of 'it's just another ad'," Burrowes said.
"That would tend to be something comedy, or original or shareable that will go viral online.
"So there's a number of different approaches but it's just trying to do something different for the category."
He said the biggest car ad in the United States this year was by Chrysler and featured Clint Eastwood talking about parallels between the challenges faced by the car industry and the nation.
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