When I was in college, I ran for class president as “The Clandestine Candidate.” My campaign was one of mystery and innuendo. I never made a speech. Campaign posters never mentioned my name. I didn't debate. Years later, this approach re-surfaced as a car campaign. No car. No winding roads. Nothing like that. Just rocks. A few trees. A flock of geese. Zen-like scenes from nature. Infiniti was the ultimate in Japanese luxury, but very un-car like. The commercials created a lot of talk. People waited. Stood in line to see it. Late-night talk show hosts joked about it. Car buffs were desperate to drive one. In other words, the introduction worked just the way a new car introduction is supposed to work.