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

Joline McGoldrick on June 08, 2016

Nike Air OG Max 90 Infared OG Air Mesh 3ffdfd

Nike Air OG Max 90 Infared OG Air Mesh 3ffdfd

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.”

Vans Era Snake Black/Khaki Mens VN-0W3CDUI Size 10 10.5 Skate Shoes,Nike Flyknit Racer Oreo 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?

Men's Vlado Venice Casual Shoes Black/White IG800201 BKW,Asics Tiger Men Gel-Lique brown india ink cream H6H1L-5800,

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 Air OG Max 90 Infared OG Air Mesh 3ffdfdNike Air OG Max 90 Infared OG Air Mesh 3ffdfdNike Air OG Max 90 Infared OG Air Mesh 3ffdfdNike Air OG Max 90 Infared OG Air Mesh 3ffdfdNike Air OG Max 90 Infared OG Air Mesh 3ffdfdNike Air OG Max 90 Infared OG Air Mesh 3ffdfdNike Air OG Max 90 Infared OG Air Mesh 3ffdfd

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: Athletic Sneakers Product Line: Nike Air
US Shoe Size (Men's): 6

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 Match Classic Suede Sneakers Sz US 8 Men’s shoes nikelab jade max force air,ADIDAS SUPERSTAR PHARRELL BLACK Leather Supershell Floral Men's Size US 12.5,2016 Nike Lebron Soldier 10 B Black/White/Metallic Silver Shoes! Size 9.5,

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

Leave a Reply Cancel reply

Skip to toolbar