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

Joline McGoldrick on June 08, 2016

New 2017 Neff Wilson Adjustable Strap Curved Brim Black Hat Black Brim 4f8d1c

New 2017 Neff Wilson Adjustable Strap Curved Brim Black Hat Black Brim 4f8d1c

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.”

Vintage 80s 90s Indiana State Police Hat Blue Mesh Trucker Snapback Cap Retro,Nasa Meatball Insignia Embroidered Black Baseball Cap Hat,

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?

Kobalt Tools 400 Las Vegas 2012 Fabric Mesh Hat Cap Baseball Trucker Adjustable,Nike Dry-Fit Feather Light DF Running Cap Hat Tennis Sports Black 679421-018,

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 2017 Neff Wilson Adjustable Strap Curved Brim Black Hat Black Brim 4f8d1cNew 2017 Neff Wilson Adjustable Strap Curved Brim Black Hat Black Brim 4f8d1c

Item specifics

Condition:
New with tags: A brand-new, unused, and unworn item (including handmade items) in the original packaging (such as
Brand:

Neff

Material: 100% Cotton Style: Baseball Cap
Color:

Multi-Color

Size: Adjustable
UPC:

888259730257

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 JORDAN KNIT CUFF BEANIE ADULT UNISEX HAT RED BLACK 861453 687 NEW MENS,Huf x New Era Hat 7 3/8 Blue Black Buffalo Plaid Newsupreme cap bape nike 8 9,NRA National Rifle Association Gray Baseball Hat Cap One Size NWT FREE SHIP,

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

Leave a Reply Cancel reply

Skip to toolbar