Chances are that by now you will have seen the trailer at the cinema or on TV for Lucky Star, a new action movie directed by Michael Mann of Heat fame and starring Benicio del Toro.
The more beady-eyed will have noticed a suspiciously large number of impressive-looking car shots and the absence of any release date for the film. But only the dedicated fan will have gone to www.luckyluckystar.com and discovered that the trailer is in fact an advert for the new Mercedes SL-class car.
Mercedes is claiming its three-minute film, and the shorter televised version, is a media first - a trailer without a movie.
Marie Oldham, head of strategy at the media buying agency MPG, says her overriding reaction was this is a smart idea. "You're tapping into what the cinema means for consumers, which is attention-grabbing stuff you want to talk about. It's all about reaching a select group of people and I think they'll be really impressed with this. They'll be pleased with themselves that they got it.
"It's that sense of completing the circle. When you see the trailer, then you read about it in the newspaper, then you want to go back and watch the ad again to see what clues you missed.
"Not everyone will get it but I don't think that matters. The people still flicking through their listings magazine in six months trying to find Lucky Star are probably not the people Mercedes wants to target."