Volkswagen is using the ungodly Swedish winter to its advantage by promoting the Passat 4Motion with a billboard erected right on the naked ice. The board, created by DDB Stockholm, is advertising a special winter-ready package that will last until the ice melts and the billboard sinks below the surface. There's also a contest to guess when that'll happen, and the winner gets a VIP racing day at Gothenburg. It's worth noting that the price of 280,700 Swedish kronor comes out to $44,321.50 in America, which seems a bit steep for a new VW with a roof rack and snow tires. Maybe such things are prized more highly in the arctic hinterlands.