You have to be pretty serious about avoiding flat tires to embrace Hutchinson’s Serenity system, which uses a solid core inside the tire rather than air — the insert adds more than two pounds to each tire (1,050 grams, or 37 ounces) and costs about $75. That’s a fairly stout weight penalty for a guarantee of no flats ever. This sexy little video pitching the tires, on the other hand, will appeal to anyone with an eye for art and, secondarily, respect for a marketing message well-told. It’s very, very, very cool.