Not Since 'Tron' Has Clothing Been So Illuminating

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Move over advertising-on-the-forehead, now there's something meatier. At this year's IFA -- the world's largest consumer electronics show -- Philips introduced Lumalive, a light emitting fabric that puts our childhood day-glo tee shirts to shame.

The YouTube clip will give you all the live action necessary to understand this advertising-potential laden medium. Otherwise, we're thinking that street-side promotions are about to take on a whole new light. You want in? The press release reports: "These first-generation jackets are ready for commercialization by companies partnering with Philips Research, particularly those in the promotional industry looking for a new, high-impact medium. Interested parties could use the technology to transform their event and enhance their visitors' experiences."