Regular IdeaMill.com readers know that brains, striking film footage and the Tour de France are very highly ranked on our list of favorite things. Director, Bayley Silleck, captured all of these in the new IMAX film, Wired to Win, which explores the human brain within the context of the world’s most intense bicycle race. Check out the trailer. And don’t forget to download the director’s commentary podcasts before heading to the theater.

Check out Chad the Watch Guy, one of world’s premier watch guys, and head of the watch department at Henne Jewelers. As we at IdeaMill came to know Chad better, it was clear that what he needed was a megaphone that could be heard worldwide. Since that wasn’t available, we set him up with a blog. And the rest is history. Read CTWG’s posts regularly to learn everything you never knew about watches, and to stay up to date on the greatest timepieces.

From across the pond comes this new customizable viral promoting the MINI Cooper S JCW GP Kit, created by Glue (London). This nifty viral allows you to personalize the content and email to a friend you may suspect has become a little unmanly. Take it for a test drive.

If you crave more details, check out the official press release here.

IdeaMill scored a little ink with a disturbing interactive poster campaign for a private school in Pennsylvania.

If you have a Creativity or AdCritic subscription, check the story here.

If not, read a screen capture here.

If you don’t know what size your carbon footprint is, or what the heck that even is… you can get the skinny here: BP Carbon Footprint Calculator

This online contest we developed here at IdeaMill, for our public radio client 91.3 WYEP, is not for the faint of heart. Only the truly musically literate will have a fighting chance. Beware, every time you use a hint you lose valuable points. If you think you can hang, give it a shot:

WYEP’s “Name that Riff” Contest

Photo by Michael O’Neill/SI

“Most people don’t believe that the world can be changed,” the Irish rock star and political activist says. “Lance is different. He understands that hills can be climbed, and he isn’t even depressed when, upon reaching the summit of one, he sees a larger one [ahead]. He’s used to that. That’s what Lance Armstrong stands for…

Lance has turned his steely glare to eradicating cancer. Read the whole SI cover story here.

photo credit: Andreas Fennhagen

“If you have an apple and I have an apple and we exchange these apples then you and I will still each have one apple. But if you have an idea and I have an idea and we exchange these ideas, then each of us will have two ideas.”

- George Bernard Shaw

This May, we Americans will get the chance to become a little wiser with our transportation choices thanks to Mercedes Benz.