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

Joline McGoldrick on June 08, 2016

Nike Lebron Soldier IX PRM Basketball White/Black Men's Basketball PRM Shoes Size 10 95f782

Nike Lebron Soldier IX PRM Basketball White/Black Men's Basketball PRM Shoes Size 10 95f782

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 Zero 0 QS Binary Blue / Obsidian - Blue Fox 789695-400 Mens - Sz. 8,2015 Nike KD 7 VII Elite Kevin Durant Men’s Basketball Shoes 724349-090 SZ 10,

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?

NEW 2015 NIKE FLYKNIT RACER OREO 2.0 BLACK/WHITE 526628-012,NEW Nike Air Jordan Retro XX3 23 Trophy Room Black And Gold Limited Edition 5000,

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 Lebron Soldier IX PRM Basketball White/Black Men's Basketball PRM Shoes Size 10 95f782Nike Lebron Soldier IX PRM Basketball White/Black Men's Basketball PRM Shoes Size 10 95f782Nike Lebron Soldier IX PRM Basketball White/Black Men's Basketball PRM Shoes Size 10 95f782Nike Lebron Soldier IX PRM Basketball White/Black Men's Basketball PRM Shoes Size 10 95f782Nike Lebron Soldier IX PRM Basketball White/Black Men's Basketball PRM Shoes Size 10 95f782Nike Lebron Soldier IX PRM Basketball White/Black Men's Basketball PRM Shoes Size 10 95f782Nike Lebron Soldier IX PRM Basketball White/Black Men's Basketball PRM Shoes Size 10 95f782Nike Lebron Soldier IX PRM Basketball White/Black Men's Basketball PRM Shoes Size 10 95f782

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 Plus 97 AH8144-600 Racer Pink Magenta Crimson,NIKE AIR MAX 90 ULTRA 2.0 ESSENTIAL MEN'S SHOE - White/White/Pure Platinum/White,NIKE AIR JORDAN 10 RETRO COOL GREY WHITE 310805 022 MEN'S SIZE 10.5,

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

Leave a Reply Cancel reply

Skip to toolbar