British polymath and Enlightenment hero Isaac Newton studied lots of things: optics, gravity, waves, mathematics, astronomy, history, religion and alchemy and so on. Then in his spare time, he investigated how liquids flow and thus got a whole branch of fluid dynamics named for him. Newton observed how common liquids, such as water, flow the same regardless of how much stress you subject them to. Push a stirring stick into a cup of water and swish it around. The water’s viscosity – how smooth or sticky its consistency is – stays the same.
Pretty simple, yeah? Many liquids that we interact with on a regular basis work this way: things like water, milk, oil, or juice. But there are also a lot of common fluids that don’t. These are non-Newtonian fluids; substances whose viscosity changes based on how much pressure you apply to them.
Plus, there are more creative commercials in the archives, including Music from a Tree by Diego Stocco and Burt’s Bees, Yuki Ariga’s Tissue Paper Animals for Nepia, and one of our favorites: NTT Docomo’s forest xylophone.