Found another few new Nike ads, again from Wieden, this time in support of their new Juice line of golf balls. They're tougher and engineered to go farther or something (I'm not a golfer so it's lost on me). But instead of going on about the technology or how it will improve your game, they've just shot some beautiful film of them being shot at high velocity through various things like a cantaloupe, a lava lamp, a ceramic rabbit, and jello. Which, needless to say, is infinitely more interesting.
With the lab setting, smiling engineers, and the "what else can we destroy?" attitude, it's very similar to BlendTec. Although these Nike ads have even less of an overt product message. And they're much more gorgeous to watch.
As we've noted before, there really seems to be a product-demo renaissance going on, but with a web 2.0 twist. It's about finding a way of demonstrating your product that is not as much persuasive as it is contagious, so that you get the "ohmygodyouneedtoseethis" reaction. And those people who want to know more will find out more.
Leland has given some thought to a few more examples of other interesting product demos. I especially like this Mercedes website which finds some very clever ways to simulate various sensory experiences over the web.