What, no agency? No client? No billion-dollar red carpet cigar-smoking creative suits to tie it all together. Nope, not a one. It has more to do with Time's person of the year, you. Power to the people! Mentos and Diet Coke and flying off the shelf because of a simple video you have most likely seen. The one with the guys in white coats who shoot off a bunch of mentos and diet coke rockets for "science." This form of non-advertising is boosting the sales for the products because people watching are having fun with the stuff. The other reason sales have gone up is that "it's cool." This explosive phenomenon gives people the feeling of danger, being a bit reckless, and does it all quite within the law (most times). As marketing professionals, we should take note of the simple yet powerful evidences in this video when we are creating advertising and trying to reach the masses. Here they are for those who are just joining us:

1. If it is clear that you can have fun with this product (perhaps in unconventional ways) people will buy it.
2. If people can do something themselves, hands-on to see how cool your product is, whether it is supposed to or not, they will buy it. This is a bit oldskool, like back in the fifties, when product demonstrations were all the rage. This example is just a bit more homegrown.
3. People crave adventure, danger, fun, and genuine excitement. Another movie explosion won't do it. A real-live backyard explosion will do it, and not just once. Several times. I can't imagine how many teenage kids (and dads) are outside in the yard right now shooting the next 100 videos of domino-type mentos explosions, because they can.
4. Obviously, don't encourage consumers to break the law, very bad idea. Since this doesn't break the law, you're good here.

In conclusion (yes, I am trying to write my ad thesis here, if you were wondering) if you can get your potential customers to see the adventure or fun in your product in a unique, creative, organic way via a medium that speaks to them (video, etc) you will win big in the ad game. Isn't that what we all are trying to do?