Why bother with traditional advertising when you can be more covert and secret-agent-like by employing disappearing advertising. The concept is that ads self-destruct, which increases allure and makes your ad much more engaging.
The concept makes your ad just like a self-destructing message, only on paper. Adverlab explains, "You had to rub the surface with a wet cloth to see the text. After a while it would disappear again." (McCann-Erickson Spain, 2005 Silver Gold Medal at New York Festival.)"