A small company with a cutting-edge product, Permlight wanted to make a bit of a splash with a series of ads. These would usually be seen in somewhat obscure (unless you’re an LED nerd) trade publications. Which meant that our ads would be seen next to a bunch of the usual, relatively generic ads you tend to see in these kinds of publications. Another caveat was budget, which was limited. So, we spent 50 bucks to rent a jeep.
We took the Jeep on a little off-road excursion. The concept was simple: These are very tough little LEDs. This technology was an alternative to standard big-box parking lot signage, neon or otherwise — often noted for the classic unlit missing letter. All we really wanted to get at was the idea that these LEDs would stay on under rigorous operating conditions. Hence the LED Torture Test.