Sometimes, a new kind of technology is tough to translate to customers. That could have been the case with automaker Seat Germany's "Brake Energy Recovery System," which collects energy usually lost when a car brakes, and then uses this energy when it accelerates again.
The idea is to help drivers save on fuel. But to illustrate the concept, Grey Worldwide Dusseldorf ran this stunt that knocked dollars off cab riders' fare whenever the brakes were applied.
In the stunt, the system was connected to the meter of a Seat Alhambra taxi so every time the driver used the brakes the meter would run backwards. Cameras were hidden inside the car and random passengers were picked up around Dusseldorf to create this video.