The ads that get your lasting attention are the ones that make you respond. And we have no doubt that's exactly what you'd do if while cruising down the boulevard you happened upon what looked like an impact crater. When Pioneer Suspension wanted to show off the extraordinary smoothness of its ride, it placed images of holes on the road, which prompted folks to slow down and then... they didn't feel them. A few yards up the road they found out why: because that's what a Pioneer Suspension feels like. Clever, if not a giant potential lawsuit waiting to happen. And we can't help thinking that if Pioneer did this in the U.S., someone with a Pioneer suspension would try driving through a sinkhole and then wonder how they ended up at the center of the Earth.