Fiat-owned car maker Alfa Romeo has placed a poster ad 11,000 metres below sea level to promote a new innovative advertising campaign offer for its 147 model.

The poster was lowered to the Mariana Trench, near the island of Guam in the Pacific Ocean, by media owner ClearChannel. The campaign, completed by the ad agency of Duval Guillaume Antwerp, aims to create a more "engaging way of talking about car prices." More information can be found at the microsite www.expedition147.be.

‘We immediately knew that we had to think on another level. So we just took the word ‘lowest' very literally.' The activity comes in advance of January's 2010 European Motor Show in Brussels. The after effect of this ad campaign has yet to be seen however it has already sturred up contreversy from an environmental standpoint.