Land Rover commissioned Victoria 'Posh Spice' Beckham to style the interior of a special Evoque - style, basically, is what she's good at.
Fiat got supermodel Jodie Kidd to win races and pose in very expensive clothing in its Maserati sports-cars, because driving very, very quickly and looking stunning are Ms Kidd's special gifts.
General Motors, however, couldn't get a pouting princess or a statuesque speedster to sex up its little Adam city car - so Opel marketing maven Tina Muller did the next best thing.
Turns out she's a big fan of Canadian singer/songwriter Bryan Adams, and she knew something most of us don't.
Adams is also a successful photographer.
No, really; he's produced critically-acclaimed images of Amy Winehouse, Michael Jackson and Dustin Hoffman, and an Adams portrait of Queen Elizabeth II - shot to the celebrate her golden jubilee - is featured on a Canadian postage stamp.
So Muller asked him to pimp a rock-star version of the Adam and shoot it for an 'Adam by Bryan Adams' calendar.
What he came up with was this surprisingly understated camouflage look, and the resulting car will premiere at a vernissage in Munich's Haus der Kunst museum, where it will be on show until 26 January.
“This campaign will give people plenty to talk about.”
The car is also featured in some of the shots for the calendar, which is very different from the usual car porn - the obligatory blonde even has clothes on.
Muller, who was at the shoot in Berlin, said: "It's automotive photography as you've never seen it before, and it ‘s one of the elements with which we want to position Opel as a lifestyle brand.”
And to make the pretentious gits who buy celebrity-endorsed calendars feel good about being pretentious, all the profits from the sale of the calendar - and the 10 (count them, ten!) replicas of the car itself that will be built for sale in 2014 - will go to the Bryan Adams Foundation, that looks after needy people the world over.