Publicity stunts don't come on much of a larger scale than this. To celebrate the launch of the new Fiat 500 in London last night, one of the vehicles was placed into a pod on the London Eye where it will live for the next 2 weeks.
The launch of this 'time capsule' was at 8pm, exactly 500 hours into the year and as one would expect for such an event, was a star-studded affair and included a light show that lit up the river Thames, and performances by Mika and The Feeling.
The car itself is a remodel of the original version which was first presented 50 years ago, and is Fiat's go at re-releasing a retro classic, as VW (Beetle) and BMW (Mini) have arguably both done quite successfully in recent years.
The 500 was recently named the 2008 Car of the Year and has been praised in numerous auto publications. By