The Fusion national advertising campaign featured the Fusion on roads where the other cars were literally painted into the backgrounds. The idea being that once you see the new Fusion, it’s impossible to see anything else. The direct mail idea built upon this notion in a unique way that lets the reader participate in this disappearing act.

The mailing was delivered to 1.1 million households and has achieved an overall campaign lift of 10%. It has also been noticed through social media.