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

Joline McGoldrick on June 08, 2016

NIKE MENS LUNARCHARGE SHOES BN RUNNING SHOES LUNARCHARGE (RETAIL.00) d2246e

NIKE MENS LUNARCHARGE SHOES BN RUNNING SHOES LUNARCHARGE (RETAIL.00) d2246e

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 Lunar Control 4 Player Issue Golf Shoes Oregon Ducks Team Womens 8 Mens 6.5,Nike Air Foamposite Pro Prm Le 'Green Camo' size 12,

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?

WMNS NIKE FLYKNIT MAX BLACK-BLACK-DARK GREY-ANTHRACITE SZ 7 [620659-010],Nike Air Zoom Flight The Glove SL Black White Poison Green Size 12 (616773-100),

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 MENS LUNARCHARGE SHOES BN RUNNING SHOES LUNARCHARGE (RETAIL.00) d2246eNIKE MENS LUNARCHARGE SHOES BN RUNNING SHOES LUNARCHARGE (RETAIL.00) d2246eNIKE MENS LUNARCHARGE SHOES BN RUNNING SHOES LUNARCHARGE (RETAIL.00) d2246eNIKE MENS LUNARCHARGE SHOES BN RUNNING SHOES LUNARCHARGE (RETAIL.00) d2246eNIKE MENS LUNARCHARGE SHOES BN RUNNING SHOES LUNARCHARGE (RETAIL.00) d2246eNIKE MENS LUNARCHARGE SHOES BN RUNNING SHOES LUNARCHARGE (RETAIL.00) d2246e

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
Material: Synthetic
Style: Athletic Sneakers Color:

DARK GRY /VOLT BLACK

Width: Medium (D, M) Country/Region of Manufacture: Vietnam
Brand:

Nike

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 X Atmos Free Trail 5.0 Size 12 2006 Rare Running Shoes,Nike Air Jordan 11 Retro Low Black/White/Metallic Silver 528895 010 Size 9.5,Nike Lunar Force 1 Duckboot Dark Obsidian Navy Blue Size 8.5 New 805899 400,

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

Leave a Reply Cancel reply

Skip to toolbar