Fiat uses the window of an airplane to promote their car with an open roof. When you open the hatch of the window you are opening the roof of the car drawn on the inside of the plane. In a plane people are sitting in te same spot for a long time. This makes it perfect for marketing campaigns. When you are sitting next to this window there is a big chance you will read the ad. When it is an creative ad like the fiat campaign the chance you will remember the message is big.