Many web merchants rightfully worry customers won’t see the value of their products due to an inability to touch and feel the quality. It’s impossible to bring that experience to today’s web surfing experience in the traditional way, but using well-captured experiences one can get close.
But here is an example  that bridges the gap, giving the viewer a near-tactile experience. I don’t have access to the performance numbers of this ad (would love to see them) but have a hunch this is the wave of the future. The ad was not easy to make, and they are out on a limb with it. But can you think of a better way to demonstrate the virtues of the product visually, with humor, to a mess mass audience? I mean, it’s a freaking floor mat - what’s duller than that?
(Ps: you need to get through 30 seconds before the ad gets cool. I would definitely have changed that if I were designing it. Move some of the ‘facts’ and ‘intro’ script into the interactive stuff so you lose fewer people while she’s talking it up at the start. But that’s just my opinion. And she definitely should have liked one of the messes - maybe the ice cream.)
And not just on the desktop-web this type of thing has legs (rimshot!). Think about an LCD touchscreen on the shelf next to the products, activated by customers. A small linux-driven LCD photo frame type display with a motion detector would do the trick. How about a proximity bluetooth ad which displays on a mobile device?
You probably have some ideas too, even though you may not be able to put your finger on them right now.
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