Using a truck as an advertising platform is hardly a new idea. But optically involving the entire vehicle in the idea is. On the tarpaulin, we depict the cargo bay of the vehicle filled with cases of Pepsi Light, so that it seems you can actually look right through to the cargo. What's unusual is that, because of the "light" contents, the cases are no longer on the floor but floating weightlessly beneath the roof.

The amazing impact and response that these highly noticeable trucks created in Germany convinced the company to use further Pepsi Light Trucks for the Dutch market.