The New Zealand- based graphic designer Fiona Jack created in 1997 an anti-ad campaign, where she conducted a campaign for a non- existent brand called ´Nothing TM`. The billboards showed slogans like `Nothing TM. What you´ve been looking for´. People even started ringing up asking where they could buy `Nothing`.
In some advertising campaigns the product doesn´t play any role at all. You could easily advertise air as a product.
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