When engineers and scientists want an ingenious and flexible lighting solution, they turn to LEDs. But they are not the only ones to appreciate the versatility of LED technology. Advertisers also now using LEDs to create some startling concepts, one of which is the invisible Mercedes-Benz car!
Like many other car manufacturers, Mercedes-Benz is exploring green alternatives to petrol and diesel-fuelled vehicles. One of the company’s latest ideas is the F-cell.
The F-cell draws its power from hydrogen fuel cells. As a result, the vehicle releases next to no emissions, hence increasing its green reputation.
Sadly, Mercedes-Benz has yet to produce the F-cell commercially. The vehicle is still a prototype, and industry commentators believe it may not appear in dealer showrooms until 2015. One significant problem is the current lack of hydrogen refuelling sites along the world’s roads. Even so, Mercedes-Benz has said it is ready to put the car into production, and wants to let the world know about the F-cell and its potential.
The best way to do this, of course, is through advertising. Mercedes-Benz therefore approached an advertising agency with a brief to promote the F-cell’s green credentials. The agency considered this and suggested the F-cell is ‘invisible’ because it has such a low impact on the environment.
With this in mind, the structure of a TV ad began to be developed. The concept the advertising agency came up with was to film the Mercedes F-cell prototype driving in and around the city of Hamburg, but to render the car as invisible as possible. Occasionally, the viewer would be able to see parts of the vehicle as it progressed. The ad would also feature pedestrians staring at the ‘invisible’ F-cell in puzzlement.
The difficulty was how to achieve this novel effect. Bit once again, LEDs came to the rescue.
Mercedes-Benz discovered a team of scientists in Japan using LED optical camouflage. The general principle of the camouflage derives from feature films and green-screen technology.
The Japanese scientists said their technology could help. Mercedes-Benz therefore placed a curtain of LEDs on the driver’s side of the F-cell to create a flexible digital display. At the same time, the advert’s film-makers fixed a digital video camera on the passenger’s side of the F-cell vehicle. The camera transmitted the images it filmed to the LED digital display. The result made the F-cell almost invisible from the driver’s side when the car toured the streets of Hamburg.
The Mercedes invisible car video is an unusual and highly creative piece of TV advertising, and it’s interesting to note how LED technology made the advert possible. LEDs, of course, also complement the concept of the F-cell car. After all, both are eco-friendly and kinder to the environment.
LED lighting is the greenest form of lighting available. It is also versatile, long lasting and energy efficient. So although you may have to wait for a chance to test drive the ‘invisible’ F-cell at a local Mercedes-Benz dealer, you can take advantage of LED technology now in your home and office. But unlike the Mercedes invisible car, when you choose LEDs, the advantages will be very clear to see.