You've seen Newton's balls before. You might even have one on your desk. You know, the thing that demonstrates energy transference. But I can guarantee you've never seen it in action like this before (truth be told, it was faked).
Sure, it's a promo vid for Shark's latest lid offerings, the R Pro Carbon and Speed R, but it does try to demonstrate that the new lids don't transfer energy like its competitors. Which, if you don't know by now, is something you want your helmet to do in the event of a crash. [Shark via Asphalt and Rubber]