Ever notice how some products don’t just launch—they explode into the public consciousness? There’s a reason for that. The best brands don’t just introduce new features; they show people why they matter in a way that’s impossible to ignore.

Nike did it with the Air Max. DeepSeek did it with AI. And if you watched the Super Bowl, you’ve probably seen brands pull off similar magic in just 30 seconds.

Let’s talk about how legendary product moments - “seeing is believing” is one of the oldest (and best) marketing tricks in the book.

Nike Air Max: You Gotta See It to Believe It

Nike had developed a game-changing technology in the late ‘80s: air cushioning in sneakers. But when initially launched, sales were flat.

The problem? No one could actually see it.

The early Nike Air shoes had the same comfort and performance benefits.

But they looked just like any other sneaker.

Nike's advertising approach - telling people about cool functionality and benefits of “air pockets” inside the sole wasn’t enough—people weren’t buying into the hype.

So, in 1987, Nike engineer ( originally an architect drawing inspiration from the value of visual spaces in buildings) proposed a bold move: they cut a window into the sole and made the air cushioning visible with the Air Max 1.

Suddenly, the shoe wasn’t just a sneaker; it became a statement. The Air Max became a sneaker you could see working—and that changed everything.

From that moment on, every new Air Max design focused on making the air pocket bigger, more futuristic, and more eye-catching.

The message was clear: this isn’t just marketing; you can see the tech for yourself.

DeepSeek AI: Making AI “Think Out Loud”

Now, let’s jump to 2025, where Chinese AI startup DeepSeek pulled off a similar move—except this time, it wasn’t a sneaker, it was artificial intelligence.

Until DeepSeek came around, most AI models like ChatGPT, Perplexity, and Gemini worked like magic boxes: you typed in a question, and boom, you got an answer.

But what was intended to portray an aura of intelligence, quickly became a problem—people don’t always trust a system that works in secret.

They want to understand how it reaches conclusions.

DeepSeek understood this potential weakness and flipped the script by making its AI’s reasoning visible.

Instead of just spitting out answers, it showed the step-by-step process of how it arrived at them—almost like a thought bubble forming in real time.

That small tweak changed everything. Suddenly, DeepSeek didn’t just feel like a chatbot; it felt like a thinking machine—one that wasn’t hiding anything. Just like Nike, DeepSeek made its technology tangible, transparent, and visually unforgettable.

Super Bowl Ads & Other Iconic Product Moments

Nike and DeepSeek aren’t alone in understanding the power of visual proof. Some of the most iconic Super Bowl ads have used this same strategy to turn abstract ideas into unforgettable images.

Tomorrow, Feb 9, hundreds of millions of people will be tuned into the Super Bowl. Many will zoom in just for the advertising commercials. For many marketers, it is a make or break event ( an expensive $$$) for their product launches and brands. It is a lifetime opportunity to create breakthrough "product moments" that stick their landing by showing, not just telling.

Some examples many of us remember to this day.

Apple’s 1984 Ad

When Apple launched the Macintosh, they didn’t just tell people it was revolutionary. They showed it with a cinematic, dystopian-style Super Bowl ad. A woman smashes a giant screen—symbolizing breaking free from Big Brother (aka, IBM). The message? Apple is different, and you can see it.

Doritos’ Exploding Flavor Ads

Ever notice how Doritos doesn’t just say “bold flavor”? They show it—chips exploding with color, crazy crunch sound effects, people reacting like they just bit into a taste explosion. You don’t need a science lesson; you can see the crunch and feel the excitement.

Tesla’s Cybertruck Window Fail (Accidental Product Moment?)

When Tesla unveiled the Cybertruck, Elon Musk wanted to prove it had bulletproof glass—so he had someone throw a metal ball at it.

Oops. The window shattered.

Even though it was a fail, it became a viral product moment because people saw the test in action. Whether good or bad, it made the Cybertruck unforgettable.

Why “Seeing is Believing” Works

So, what’s the big takeaway?

If you can make innovation visible, do it. Hidden features don’t sell. Air Max was just another sneaker until people could see the air pocket. DeepSeek was just another AI until people could watch it think.

People don’t trust what they can’t see. Making things transparent—whether it’s AI thinking or Nike’s air tech—builds credibility and confidence.

Show, don’t tell. The best product moments aren’t explained—they’re experienced. Super Bowl ads don’t waste time with long descriptions; they hit you with instant visual proof.

If your product has something special, don’t just say it’s amazing.

Make people see it. Make them believe it. And make it unforgettable.

Capture the "Product Moment".