I too have run across the What Is It campaign. What Is It television spots have been running here in Indianapolis for a few days now. My guess... a German-engineered car with an MP3 player and in-dash DVD player, complete with an engine so hot it can cook meals with the precision of a gourmet chef. Probably not, I know, but whatever it is, the advertising agency (BBDO) has done a great job of creating buzz about it, if only in your mind and mine (like you, I have been underwhlemed by the coverage of this campaign).