Rust-Oleum

Ad of the Day: Is NeverWet as Lovable in a Polished TV Spot?

You're sitting at home, trying to unwind in front of the tube after a long day at your challenging white-collar job, and you hear a voiceover. "This is water." But it's not exactly David Foster Wallace's metaphor for adult life.

Watch the Most Bafflingly Awesome New-Product Demo of 2013 So Far

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.