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

Joline McGoldrick on June 08, 2016

Nike STEFAN JANOSKI MAX MAX JANOSKI Black Team Red White 631303-060 (580) Men's Shoes 2140f0

Nike STEFAN JANOSKI MAX MAX JANOSKI Black Team Red White 631303-060 (580) Men's Shoes 2140f0

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 Air Max 95 Premium Sneakers New, Red / Black 749766-600 sku AA,Nike Huarache Trainer Green Hornet Jordan Bred Playoff XII XI Off White,

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 Air Jordan Heritage Sport Casual Shoes Cool Grey AH1064 014 Mens Size NEW,NIKE FREE TR FIT 5 RUNNING Womens 806277-001 BLACK SILVER Training Shoes Sz 6.5,

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!

Nike STEFAN JANOSKI MAX MAX JANOSKI Black Team Red White 631303-060 (580) Men's Shoes 2140f0Nike STEFAN JANOSKI MAX MAX JANOSKI Black Team Red White 631303-060 (580) Men's Shoes 2140f0

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
Style: Athletic Sneakers
Brand:

Nike

Color:

Black Team Red-White

Country/Region of Manufacture: Indonesia Material: Synthetic
Pattern: Solid Width: Medium (D, M)

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.

Air Jordan Retro 13 Wheat 414571-705 size 10.5,2016 Nike Air Jordan 11 Retro XI Black /Concord-White 378037 003 sz 9,Nike Mens SB Stefan Janoski Max L Dark Obsidian Mens 685299 440 Size 11,

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

Leave a Reply Cancel reply

Skip to toolbar