Ford just unveiled its brand-new electric truck, the Fathom.

There’s only one problem.

FORD FORGOT TO UNVEIL THE TRUCK.

The big Fathom reveal gives us biking, hiking, kayaking, camping and lots of beautiful outdoor scenery.

You know what it doesn’t give us?

A FATHOM.

Not one actual picture of the vehicle.

Ford tells us about the price, the features and when you’ll eventually be able to order one — but apparently seeing the truck is asking a little too much.

This may be the greatest automotive marketing campaign ever created for an invisible vehicle.

Maybe Ford is still designing it.

Maybe it was parked somewhere off camera.

Or maybe this is the automotive version of a gender reveal where nobody tells you the gender.

Ford calls it the Fathom.

Which is perfect.

Because after watching the reveal, I still can’t fathom what the thing looks like.