Paris Hilton’s scientific discovery wows scientists
Heiress partners with leading research university for a solution to worldwide water crisis.
What if you could magically turn one drop of water into 500 drops? That technology could solve water issues and droughts around the world. That's the promise of an elusive new elixir called NanoDrop. And it comes from the most unlikeliest of minds: Paris Hilton.
NanoDrop is the culmination of four years of research at the Paris Hilton Institute of Plastic Pollution Solutions (yes, you read that correctly), in conjunction with the Weizmann Institute of Science in Israel. The school is known as one of the world’s top 10 research universities, where they study everything from lost moons to the science of french fries.
Scientists are calling Hilton's water discovery "groundbreaking and unexpected" as well as "the greatest invention since man invented drinking."
Now that you've seen the video at the top of this article, take a look at your calendar. What's happening this Saturday? Yep, it's April Fools Day. The above video is part of an elaborate prank orchestrated by SodaStream, the Israeli-based company behind those popular carbonated beverage makers. The end of the video sends inquiring minds over to NanoDrop.org, where you learn that product is in the last stages of pre-release. And, also, "This will be the beginning of a new era for humans, sea turtles, oceans, and all other living creatures on the planet."
To give the Paris Hilton video a patina of pedigree, the clip features Professor Ron Naaman, who actually runs the molecular electronics group at the Weizmann Institute in Israel.
A little internet digging reveals that the NanoDrop.org domain was purchased just two weeks ago by Yoash Foldesh, an artist based in Tel Aviv. Foldesh is part of the Allenby Concept House, the global brand agency for SodaStream. Matti Yahav, VP of global marketing at SodaStream, told Advertising Age magazine that Allenby is the go-to shop for "out-of-the-box thinking" and creating "really cool, crazy stuff."
The firm was also behind two other viral videos for SodaStream, including a 2016 April Fool's video. You'll recall that commercial featured "Game of Thrones" star Hafthór Júlíus "Thor" Björnsson. The Icelandic actor, who plays Gregor "The Mountain" Clegane in the hit HBO show, claims in the spoof commercial that the secret to his strength can be found in a sparkling water brand called "Heavy Bubbles."
Both ads were meant to bring attention to an environmental issue: plastic pollution caused by the constant use of water bottles. Using a device like SodaStream would cut back your use of disposable water bottles that can cause plastic pollution. "Fun, revolutionary and disruptive campaigns are very much part of our culture," said Daniel Birnbaum, CEO of SodaStream.
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