Adidas has launched a range of men’s trainers in the US that transform into a branded virtual world held in front of a computers web-cam.

The five different trainers will enable Adidas to introduce three games developed by game developer xForm into the virtual neighborhood. The games will include a skateboard game, where the trainer acts as the controller to navigate the virtual city’s alleys, along with a Star Wars themed game and music based game.

Starting with a raft of digital marketing, web-build and film work for Graham Coxon, the time is nigh to launch a company: head, heart and feet first – curled up foetal position – into the crunch. We Are Humans.

Google is experimenting with a new method of distributing original material on the Web.  The carefully guarded Family Guy project, titled Cavalcade of Cartoon Comedy, will appear exclusively on the Internet. 

The innovative aspect is the distribution plan.  They will will syndicate the program using AdSense advertising systems to thousands of Web sites that are defined to be high traffic destinations for the Family Guy audience -typically blokes.  Instead of placing static ads on the page, Google will place a Cavalcade video clip.  Pre-rolls, supporting banner ads or simple ‘brought to you by’ endorsements will accompany the clips.

Even more interesting in respect of the Advertising/Content relationship is the animated commercials within the clips.  According to the New York Times:

For a more substantial fee, Mr. MacFarlane has been working with advertisers to animate original commercials that will run with “Cavalcade.” Google and Mr. MacFarlane would not reveal any of the advertisers, but the two said that several deals are among the largest ever landed by AdSense, which went into business in 2003.

Google calls the distribution service the Google Content Network.  This collaboration sees Google pushing ahead with their plans for original content distribution.  They’re more machine now than man.