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

Joline McGoldrick on June 08, 2016

Nike Men's Crimson, Jordan Retro 3 Crimson, Men's Size 10.5 ac00cc

Nike Men's Crimson, Jordan Retro 3 Crimson, Men's Size 10.5 ac00cc

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 Kobe Mamba Instinct Mens Basketball Shoes 852473 400 Size 12,Nike ID Air Huarache Grey/Black/Lime Green 11.5 Air Max 77330-991,

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 Flex Supreme TR 4 Women's Running Shoes - Black/Green - Sz 7.5,NEW DS Nike Air Jordan Retro 18 Black Metallic Silver Sport Royal AA2494-007,

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 Crimson, Jordan Retro 3 Crimson, Men's Size 10.5 ac00ccNike Men's Crimson, Jordan Retro 3 Crimson, Men's Size 10.5 ac00ccNike Men's Crimson, Jordan Retro 3 Crimson, Men's Size 10.5 ac00ccNike Men's Crimson, Jordan Retro 3 Crimson, Men's Size 10.5 ac00ccNike Men's Crimson, Jordan Retro 3 Crimson, Men's Size 10.5 ac00cc

Item specifics

Condition:
Pre-owned: An item that has been used or worn previously. See the seller’s listing for full details and ... Read moreabout the condition
Brand:

Nike

Style: Basketball Shoes Product Line: Jordan Retro
US Shoe Size (Men's): 10.5 Model:

Jordan 3

Color:

Red

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 Goaterra 2.0 Men's Boots High Sneakers Waterproof Hiking Casual NIB,Nike Rosherun Print [655206-660] NSW Casual Roshe One Burgundy/Red-White,NIKE Women's Flex Supreme TR 5 Cross Training Shoe Black/White/ size 11,

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

Leave a Reply Cancel reply

Skip to toolbar