Ad of the Day: Nike

The marketer introduces FuelBand with a hectic montage of pop-culture references

This morning, Nike unveiled a video to promote its newest high-tech fitness device: the Nike+ FuelBand, developed with help from R/GA. Before we get any further, let's try to figure out what this fancy toy actually does. According to Nike, you wear your FuelBand during the day to track your steps, calories burned, time spent exercising, etc. But more important, it also calculates something called "NikeFuel" using "oxygen kinetics," which tells you just how active you've been, regardless of your chosen pursuit—everything from dancing to walking to playing basketball can be quantified and compared.