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

Joline McGoldrick on June 08, 2016

NIKE KOBE raisin VIII FTB 869456-551 dk raisin/dk raisin KOBE Size 9.5 d1d9a5

NIKE KOBE raisin VIII FTB 869456-551 dk raisin/dk raisin KOBE Size 9.5 d1d9a5

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 Stefan Janoski Max Skate Shoes Men SIZE 9.5 Black- Anthracite Black,Wmns Nike Flex 2016 RN Run Pink Black Womens Running Shoes Trainers 830751-600,

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 HJ 3 lll High Jump Spikes Shoes Black Hyper Punch 317645-036 Sz 11 NEW,Nike Air Max 95 Premium SE - 924478 201,

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 KOBE raisin VIII FTB 869456-551 dk raisin/dk raisin KOBE Size 9.5 d1d9a5NIKE KOBE raisin VIII FTB 869456-551 dk raisin/dk raisin KOBE Size 9.5 d1d9a5NIKE KOBE raisin VIII FTB 869456-551 dk raisin/dk raisin KOBE Size 9.5 d1d9a5NIKE KOBE raisin VIII FTB 869456-551 dk raisin/dk raisin KOBE Size 9.5 d1d9a5

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

Model:

KOBE VIII FTB 869456-551 dk raisin

US Shoe Size (Men's): 9.5
UPC:

Does not apply

Style: Basketball Shoes

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 JORDAN 8 RETRO COOL GREY-WOLF GREY-COOL GREY SZ 9 [305381-014],Nike Air Jordan Retro 2 Alternate 87 Black Varsity Red 834274-001,NIKE AIR JORDAN XX9 29 BASKETBALL [695515 403] NO JUMPMAN EASTER BHM HTM SZ 8.5,

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

Leave a Reply Cancel reply

Skip to toolbar