While traveling through Detroit Metro Airport a few weeks ago, I was surprised to see people waving at an advertisement on the wall - and not just little kids, either. Pilots, road warriors and busy passersby all took a moment to either give a friendly wave or at least glance over at the ad.

When I got closer, only then did I realize that the ad was actually interacting with people - with the Travelers Insurance trademark red umbrella reacting to nearby movements by breaking into smaller umbrellas, and then reforming into one big umbrella. The accompanying slogan? "The strength to withstand anything."

What a clever way to demonstrate the brand's values - and having a little fun along the way... which was especially enjoyed by this gentleman.