Brand Marketing Ad of the Day: Mercedes-Benz The automaker builds an invisible car to hype its zero-emission fuel-cell technologyBy Sam Thielman|March 21, 2012 Share By Sam Thielman|March 21, 2012 Share Here is proof positive that ad agencies watch nerdy science videos on YouTube just as often as the rest of us. Remember a couple of years ago when "invisibility cloak" technology made headlines? Now, Mercedes is in on the act with a similar, albeit much simpler stunt recalling this zombie costume. Aside from the construction of the "cloak," the execution here is simple and effective, with the first part of the ad basically a riff on this theme, and then the second part offering a breakdown of how they did it. I guess that might spoil things slightly, if you're just into the magic of it all, but director Daniel Schmidt packs a lot into the 90-second spot—enough that you could conceivably cut it down into three shorter ads: one with the car mysteriously appearing in empty environments, one with the construction of the LED "costume," and one with people screwing around with the cameras in Germany. Agency Jung von Matt has pretty much nailed the web-ad model: show something that people want to share with their friends because it's cool enough to stand alone on its merits as a stunt or a joke, rather than because it's slathered with association-producing logos. This is the kind of stuff that ends up plastered all over your Facebook feed. The ad's connection to its larger point—that fuel-cell technology renders the car carbon-neutral—is a little bit tenuous. Does carbon neutral really equal "invisible"? Still, it's interesting to see Mercedes jumping on the fuel-cell bandwagon, what with the infrastructure supporting it so small (PDF link). Maybe in a couple of years they can pull the invisibility cloak off all those refueling stations that are no doubt hidden across the country. CREDITS: Agency: Jung von Matt/Alster Client: Mercedes-Benz Head of Marketing: Lüder Fromm ECD: Thimoteus Wagner ECD: Fabian Frese ECD: Götz Ulmer Creative Director: Michael Ohanian Creative Direction: Jonas Keller Creative Direction: Martin Strutz Art Director: Jonas Keller Production Company: Markenfilm Director: Daniel Schmidt Graphics: Daniel Soares Concept: Michael Ohanian Concept: Jonas Keller Post Prod: Tina Rentzsch Production: Martin Schön Programming: Bettina Ackermann Programming: Christopher Schultz Sound Engineer: Thomas Keller Head of Brand Communication: Anders Sundt Jensen Adweek Adweek