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

Joline McGoldrick on June 08, 2016

Nike Men's Air 13 Zoom Vomero 13 Air Black/White/Anthracite Running Shoe 9 Men Us 825f90

Nike Men's Air 13 Zoom Vomero 13 Air Black/White/Anthracite Running Shoe 9 Men Us 825f90

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 FORCE 1 '07 QS ALL OVER LOGO" RED AH8462-600 SZ 9 NO BOX LID,Brand New Nike Air Jordan SC 2 Gray, Blue, And White Size 10.5 Shoes,

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 Zoom All Out Low 2 Mens Running Shoes Sz 11 [AJ0035-101] New in Box,Nike Mens Roshe Two Flyknit Running Shoes 844833 003 Bright Crimson/Clear Jade,

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 Men's Air 13 Zoom Vomero 13 Air Black/White/Anthracite Running Shoe 9 Men Us 825f90Nike Men's Air 13 Zoom Vomero 13 Air Black/White/Anthracite Running Shoe 9 Men Us 825f90Nike Men's Air 13 Zoom Vomero 13 Air Black/White/Anthracite Running Shoe 9 Men Us 825f90Nike Men's Air 13 Zoom Vomero 13 Air Black/White/Anthracite Running Shoe 9 Men Us 825f90Nike Men's Air 13 Zoom Vomero 13 Air Black/White/Anthracite Running Shoe 9 Men Us 825f90

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:

Nike

Width: D(M) Style: Running, Cross Training
Color:

Black

MPN:

922908 001-0091209410844

Model:

922908 001

US Shoe Size (Men's): 9
colorname: Black/White/Anthracite UPC:

091209410844

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.

2018 Nike Air Max 90 Premium SZ 9 Vintage Wine 7001055-601,Kobe A.D NXT ‘Wolf Grey’ Size 10 Used VNDS W/ Box,Nike Air Jordan XIII Retro 13 OG Chicago 414571-122,

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

Leave a Reply Cancel reply

Skip to toolbar