I love this Canon ad for the XSi.  Little do you know, it took 10 cameras and 60 000 shots to make the commercial.  However, it is a bit disengenious to be advertising the XSi (a $600 camera) when all the shots were made with a 1D Mark III (a $3700 camera).

Making of video here.

1. Create and market energy drink with ridicously high profit margin.
2. Hire professional extreme sport atheletes
3. Wait for historic city to flood
4. ???
5. Profit

This is wakeboarder Duncan Zuur wakeboarding in recently flooded Venice.  More pictures of flooded Venice.  Video of wakeboarding in Venice.