A lot of businesses and brands know the basic things they need to do to promote or optimize an online video, but still struggle with coming up with a good concept. Mercedes has done something truly smart with their latest online video campaign that many businesses could learn from. They’ve found a way to describe their new hydrogen fuel-cell concept car that lends itself extremely well to creative video. How did they do that? They broke out a thesaurus.

The Invisible Mercedes

Mercedes is pretty pumped about their new F-Cell hydrogen fuel cell technology. Why? It allows them to claim something about a car that no automaker in history has been able to say: zero emissions. Like… 0.0 emissions. None whatsoever.

I can just picture the creative team sitting around a conference room table discussing how important it is that the video pound home the “zero emissions” message. Obviously they’d want to do it in a creative and fun way. So someone pulled a dusty thesaurus off the shelf and started thinking of slightly different ways to say “zero emissions.”

One they came up with was “invisible to the environment.” And a web video concept was born. Check it out:

Saying a car has zero emissions is a pretty big deal, but it’s not as easy a concept to convey through entertainment as something like “invisibility.”

By breaking out a thesaurus and batting around some interesting or fun new ways to phrase their core message, they stumbled onto a nearly perfect viral video concept. Everyone wins. The audience is entertained–how could you not be entertained by an invisible car?!–and the brand gets its message out about the zero emissions.

If you’re a business struggling to come up with catchy video concepts, consider finding a thesaurus. Look for new and clever ways to describe your core message. Some of the very best video concepts come from a simple turn of phrase.