Is it a birrrrrd? Is it a plane?

Lets be honest, it's probably going to be something rubbish and disappointing, but they're not letting on either way. And by 'they' I mean Proctor and Gamble, who are responsible for this teaser campaign that's all over the TV at the moment. This campaign has led me to wonder how successful teaser adverts can be. Is anybody interested in what this product is going to be and whether it's going to change the world? Did anybody bother to visit the website? (www.coldisthenewhot.com, it's nothing special)