What better way to sell something that's waterproof than by selling it emerged in the water you're protecting it from?
Sony recently took this strategy for marketing their waterproof MP3 player, the Sony Walkman NWZ-W270. The company is selling the device in New Zeland now, and Sony hit up the ad agency DraftFCB to come up with a way to market it over there. They came up with the "Bottled Walkman," which is now being sold in vending machines. Check it out: