High definition optics

The Chile mine rescue was a perfectly formed moment of global media. Respect due to Oakley for spotting the opportunity for a bit of product placement. As Oakley's press release explained it:

The rescue team in Chile is relying on Oakley eyewear to protect the miners’ eyes when they are brought back to the surface... Based on their requirements and full product specifications, Oakley donated 35 pairs of Oakley Radar® with Black Iridium® lenses in Path™ and Range® lens shapes

A good deed... and with it the certainty of appearing on every TV set in the world (33 times!), as well as a chance to convey their scientific credentials. I was in New York this week, and witnessed coverage of Oakley in both the US and UK - and no doubt there was coverage elsewhere round the world too.

Crucially, the mine rescue was perfect PR fodder: compelling, but with no hint of exploitation. Oakley don't seem to have invited any backlash by getting involved. In a poll on The Huffington Post, 90% of respondents thought it was a good thing for Oakley to have done. Smart stuff. I want some.