Talk about polar opposites. It's one thing to have a spokesperson promote a clothing line without actually wearing the products that it features. It's another thing entirely for that line to consist of state-of-the-art outerwear that offers high-tech comfort against extreme cold and for the spokesperson to wear little at all, regardless of the temperature. That's the polarity at play in Columbia Sportswear's online documentary style campaign for its Omni-Heat electric outerwear: clothing that heats up at the push of a button.

"In Search of Incredible," a video campaign from Asus and Intel designed to tout the sonic virtues of Asus' N Series and Zenbook laptops, feels counterintuitive from the outset. The campaign throws out a tough premise -- listeners/orphaned-sock buyers can get "exceptional sound" from the N Series and "incredible sound" from the Zenbook -- and then falls over itself attempting to support it. This can't end well.