BMW unveiled Canine Repellent Alloy Protection:
The brainchild of Dr. Hans Zoff, head of automotive security, it prevents any dog from relieving itself on the car by administering an immediate, and relatively painfree, electric shock. But the real surprise is that the 220 volts required for this, come courtesy of our brake energy regeneration system. This converts energy created under braking into an electrical charge known as Rim Impulse Power (R.I.P.) and stores it ready for the next encounter.
The ad was created by Tom Spicer and Kit Dayaram of ad agency WCRS. It was named "Ad of the Month" for April 2008 in the Awards for National Newspaper Advertising.