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

Joline McGoldrick on June 08, 2016

New Balance Munsell Fresh Foam Cruz Retro Hoody Men's Black/Phantom/White Munsell Balance CRUZHB 4dbe65

New Balance Munsell Fresh Foam Cruz Retro Hoody Men's Black/Phantom/White Munsell Balance CRUZHB 4dbe65

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 Free 5.0 Athletic Shoes Size 8.5,Salomon Vespera Waterproof Men's Walking Trekking Boots Outdoor 393248,

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 Men's Basketball Shoes Zoom Rev Antracite Black Gum Size 8.5 852422-010,Nike Air Jordan Spike Forty men's Basketball sneaker shoes sz 11 819952 029 NEW!,

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!

New Balance Munsell Fresh Foam Cruz Retro Hoody Men's Black/Phantom/White Munsell Balance CRUZHB 4dbe65New Balance Munsell Fresh Foam Cruz Retro Hoody Men's Black/Phantom/White Munsell Balance CRUZHB 4dbe65New Balance Munsell Fresh Foam Cruz Retro Hoody Men's Black/Phantom/White Munsell Balance CRUZHB 4dbe65New Balance Munsell Fresh Foam Cruz Retro Hoody Men's Black/Phantom/White Munsell Balance CRUZHB 4dbe65New Balance Munsell Fresh Foam Cruz Retro Hoody Men's Black/Phantom/White Munsell Balance CRUZHB 4dbe65

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:

New Balance

Color:

Black/Phantom/White Munsell

Style: CRUZHB

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.

NIB NIKE METCON Repper DSX Michigan Wolverines Training Shoe 921215 SZ 8 No Lid,Nike KD 5 V Thunder Away OKC SZ-11.0 VNDS (9/10) Only Worn 2x Kevin Durant 11,New Under Armour Golf Tempo Hybrid Mens Spikeless Shoes White Grey 1270207-171,

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

Leave a Reply Cancel reply

Skip to toolbar