Most read: The Lexus hoverboard is no joke
earlier than planned after the runaway success of a teaser video which racked up 11 million views. And no, it's not fake.
When we first watched the trailer and saw smoke billowing from the sides of the stationary board, we thought "too perfect, total fake." Turns out, that's a byproduct of using liquid nitrogen to cool superconductors in the board, which will then float along the top of a rail of permanent magnets.
At a launch on Monday, Brand Republic was told that at an early stage the question was asked whether the smoke could be removed (*slaps forehead*).
Here's the film by CHI & Partners, featuring skateboarder Ross McGouran (and a cameo by his mate Ignacio) riding the hoverboard around a purpose-built skate park in Barcelona.
Lexus have also published a mini documentary and plans to roll out plenty more content over the coming months. 北京赛车pk10's James Swift has the full story on .
On social: Round two of brands on the #tubestrike
Less than one month after the last Tube strike and brands have continued to use the occasion as a way to reach out to peeved Londoners via the medium of social.
The hashtag was trending on Twitter today, , and as a result brands such as , the and took it upon themselves to entertain the masses online with jokes/useful advice.
How we feel about tomorrow's ??
— River Island (@riverisland)
[Breaking: Free coffee! Strada say they're offering free coffee between 6:30pm and midnight on Thursday if customers show the relevant post on Strada's or account. Spread the word.]
There didn't appear to be as much buzz around #tubestrike round two - we suspect the hashtag was slightly gazumped by marking the premiere of series six of The Great British Bake Off.
And if you thought you were going to avoid a Bake Off brand tweet, brimming with bakery puns, think again...
Apologies for the abundance of bun puns on One today. We're currant-ly having serious crust issues.
— BBC Bun (@BBCOne)
Pitches: Diageo seeks digital agency
Diageo, the drinks giant that owns the Smirnoff and Bailey's brands, is . 北京赛车pk10's Gurjit Degun reports that the pitches have taken place, and there is no intermediary involved.
The winning shop will work on an e-commerce strategy for Diageo. The company is looking to develop a better user experience on its sites.
Marco Preda, the general manager for digital and ecommerce at Diageo Europe, said: "We are in the process of selecting a digital content agency to support us as we look to streamline and tailor our ecommerce content and channels, improving the user journey."
#UKTweetElite: Who to follow on Twitter
Keeping the ball rolling, today's question to our online community was: Who are your top three people to follow on Twitter for digital marketing news.
We're continuing to collate the tweets via the above , and have already created a for your convenience should you wish to check out the recommended accounts in one place.
There's an amalgamation of experts to whet your appetite as part of the 'Top marketing news people', list including marketing entrepreneurs, chief executives/managing directors of agencies, marketing directors from the likes of HootSuite, university professors, social media coaches, authors and public speakers.
Latest ads: Paddy Power comes out guns blazing
Marketing's Shona Ghosh reports on under and since .
The campaign, Ghosh writes, kicks off on 5 August, with the TV ad part of a wider campaign highlighting Paddy Power's generosity to customers.
Watch more of the .
Compiled by Jonathan Shannon
Is there something you’d like us to share in 18:05? Email jonathan.shannon@haymarket.com with the details.
We’d love your feedback. Tell us what you think of the 18:05 digest, what you want to see more or less of, and if you have any content suggestions. Comment below or tweet us #180