Check out this video by film maker Casey Neistat. The video starts with Casey unboxing the Nike Fuelband and pointing at the product slogan "Life is a sport, make it count." The viewer is then informed that he was hired by Nike to make a movie about what it meant to "make it count." Instead of using the money to make the movie, he and his friend traveled the world.
Check Casey Neistat's other works on his website: http://caseyneistat.com/.