Age-old PR conundrum

So, you’re the PR for a car maker that’s launching a new engine called Multiair, what gimmick do you use to get the message of turbos across to a bunch of motoring journos who’ve seen it all before?

Well, I can tell you I’d not seen one of these before.

Don’t know what it is?

Well, does this picture help? (ignore the apple, it’s for scale)

Still not sure? It’s a can of oxygen of course.

I may take it to the press conference for the new Alfa Romeo Mito Multiair, then maybe I can…