When the Infinity car brand began years ago, they started with abstract ads on the Sunday morning talkers. Just landscapes with a road running through them. I figured they were selling a new upscale car based on where the ads were placed (Sunday wonk fests) and the one thing missing from what would otherwise be a car ad.
IIRC that ad campaign was done that way for the practical reason that the car design was not complete but they wanted to build the mystery buzz by starting an ad campaign anyway.