NIKE is paying a guy to idle his car on the street

and project soft-focus, low-contrast, slightly faded advertisements onto the sloped roof of a department store, from a projector sitting on the roof of his car. These advertisements are not very effective as I had to stare at the image for about 30 seconds before I gave up; I cannot tell you what product they were advertising. I just know I saw the words Nike and i-something and run. At one point, I think the words were displayed backwards, which is not very effective for capturing an audience with short attention spans. I do not think they are going to reach their targeted demographic with this campaign. I wonder how long that guy is going to be idling his car.