Audi A7 H-Tron Fuel Cell Vehicle Advertised Using “Disappearing Billboards”

The past six months has seen a flurry of hydrogen fuel cell concepts from automakers across the world, and the Audi A7 Sportback h-tron is arguably the best-looking of the bunch. So how does one go about marketing a car whose only tailpipe emissions are water vapor? Audi came up with an ad campaign that dissipates in the same way as the emissions from the A7 Sportback h-tron.

The “disappearing billboard” for the Audi A7 Sportback h-tron has appeared in several major cities during nighttime hours, using a projector and water vapor to create ads that disappear, but leave a “lasting impression” as Audi puts it. While the arguments for or against hydrogen as a replacement for fossil fuels might still be raging, this unique marketing campaign really gets to the heart of why some people are so in favor of fuel cell vehicles.

Other automakers are utilizing clever ad campaigns for their own hydrogen fuel cell vehicles. Hyundai watered a garden with the “emissions” from its fuel cell crossover, and while Toyota has advised against drinking the emissions of the Mirai FCV, they do intend on rally racing their hydrogen sedan. Hydrogen FCVs still face an incredible uphill battle though, especially with the market gains electric vehicles have made in the past five years.

Audi and other hydrogen backers will need more than clever advertising to make hydrogen a viable alternative to fossil fuels.

Source: Gas2