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Watch the Most Bafflingly Awesome New-Product Demo of 2013 So Far Not a dry eye in the house for NeverWet

Everyone is raving about NeverWet, a spray-on waterproof coating that Rust-Oleum is manufacturing and distributing in North America in return for royalty payments. I didn't get what all the fuss was about, but then I saw the product demonstration video below. And, uh, holy crap. If any of this is legit, then NeverWet isn't so much hydrophobic as it is an ancient voodoo curse against liquids. Now if only they could rename it something that people could ask for in stores without blushing.

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AdFreak is your daily blog of the best and worst of creativity in advertising, media, marketing and design. Follow us as we celebrate (and skewer) the latest, greatest, quirkiest and freakiest commercials, promos, trailers, posters, billboards, logos and package designs around. Edited by Adweek's Tim Nudd and David Griner.

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