Kantar Millward Brown > Featured > Ad of the Month: Samsung Galaxy S7

Joline McGoldrick on June 08, 2016

Adidas Lucas Skateboard Premiere Black White White Mens Suede Skateboard Lucas Shoes 3a25f1

Adidas Lucas Skateboard Premiere Black White White Mens Suede Skateboard Lucas Shoes 3a25f1

Durability has always been a weak spot for smartphones; too many have an unpleasant memory of hefty replacement or repair fees after dropping a phone in a pool or seeing a screen shatter on concrete. These frustrations spawned the YouTube sensation of “Torture Tests.”

Adidas Men's F30 Trx FG Messi Soccer Cleat,G95001 Turbo,US11 (F25-AS),LOWERED Sz 9.5 NIB ADIDAS X 16.2 Firm Ground FG Soccer Cleats BB5634 TECHFIT X,

For the unfamiliar, Torture Tests are videos that demonstrate whether a product can or can’t stand up to particular damage. Smartphones, in particular, are a frequent subject of these Torture Tests. YouTube houses hours of phones going into freezers or blenders, getting dropped from buildings, submerged into water, and worse.

These videos are shot by everyone from established media outlets (like CNet), to influencers, to bored teenagers, but they’re so notable because they speak to product utility – does the phone hold up as I think it will – or not?

adidas Originals Tubular Invader Strap C Clear Brown Leather Junior Trainers,Women Adidas Performance Edge Lux Running Shoes Sneakers Bounce Size 11.5,

Torture Tests are not new to advertising. As early as 1950, Timex used Torture Tests to prove its value proposition – that regardless of the circumstances, the watch kept ticking. They ran print ads with a Timex strapped to Mickey Mantle’s bat, frozen in an ice cube tray, spun for seven days in a vacuum cleaner, taped to a giant lobster claw, or wrapped around a turtle in a tank. This form of advertising captivated audiences and by the early 1960s, one in every three watches owned in the U.S. was a Timex.

timex ads

In this very funny, light-hearted ad for the Samsung Galaxy S7 featuring Lil Wayne, Samsung demonstrates both the resurgence of this trend and the migration of this trend to television advertising. In this spot, Lil Wayne pours champagne over his smartphone and even drops it in a fish tank – and it holds up. Amazing!

Adidas Lucas Skateboard Premiere Black White White Mens Suede Skateboard Lucas Shoes 3a25f1Adidas Lucas Skateboard Premiere Black White White Mens Suede Skateboard Lucas Shoes 3a25f1

Item specifics

Condition:
New with box: A brand-new, unused, and unworn item (including handmade items) in the original packaging (such as ... Read moreabout the condition
Brand:

adidas

Manufacturer Part Number:

B39575

MPN:

B39575

For marketers, what’s especially noteworthy is that this ad shows the migration of a digital video format (YouTube Torture Tests) to a traditional medium, TV. It encourages marketers to continue to be curious about the ways that audiences are both consuming and creating content, and be open to integrating this into larger campaigns on more established media.

Adidas X 16.2 FG/AG (S79538) Soccer Cleats Football Shoes Boots,New Adidas Boost Womens Supernova Glide 8 W Running Purple/Pink/White 5.5,Adidas Scorch X Mid D Football Cleats Black & Blue Mens NWT,

Have you seen this ad yet? What do you think?

Leave a Reply Cancel reply

Skip to toolbar