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

Joline McGoldrick on June 08, 2016

Nike Run Air Huarache Run Nike Dark Grey Gym Red Hyper Crimson Sneaker Eur 38.5 54193b

Nike Run Air Huarache Run Nike Dark Grey Gym Red Hyper Crimson Sneaker Eur 38.5 54193b

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.”

NIKE JORDAN ECLIPSE SHOES TRAINERS 724010 Basketball Trainers Leisure Sports,160 MENS NIKE AIR ZOOM ULTRA REACT HC SIZE 10.5 TENNIS SHOES NEW 859719 801,

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?

NIKE Men's Air Zoom Flight 96 (Black/White) SZ 7 M US,NIKE AIR MAX ZERO ESSENTIAL SIZE UK6/US7/EUR40/CM25 876070-600,

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!

Nike Run Air Huarache Run Nike Dark Grey Gym Red Hyper Crimson Sneaker Eur 38.5 54193bNike Run Air Huarache Run Nike Dark Grey Gym Red Hyper Crimson Sneaker Eur 38.5 54193bNike Run Air Huarache Run Nike Dark Grey Gym Red Hyper Crimson Sneaker Eur 38.5 54193bNike Run Air Huarache Run Nike Dark Grey Gym Red Hyper Crimson Sneaker Eur 38.5 54193b

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
Marke: Nike
Farbe: Mehrfarbig Stil: Sneaker
Produktnummer: 654275 004

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.

Nike Air Max 90 Essential White/Yellow-Blue Men's Shoes AJ1285-101 Size 8.5,NIKE SB ZOOM DUNK LOW PRO IW 895969 160 Men's White Pink Sliver Size 11NIB,Nike Zoom KD 9 Basketball Mens Shoes University Red 843392-610,

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

Leave a Reply Cancel reply

Skip to toolbar