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

Joline McGoldrick on June 08, 2016

Nike Air Jordan Retro High OG 1 Bred Toe Men's 11 Shoes Size 11 Men's Chicago Banned 8fbfd9

Nike Air Jordan Retro High OG 1 Bred Toe Men's 11 Shoes Size 11 Men's Chicago Banned 8fbfd9

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.”

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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?

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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!

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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
Model:

Jordan 1

Material: Leather Style: Basketball Shoes
US Shoe Size (Men's): 11 Shoe Height: Low Top
Modification Description: N/A Euro Size: EUR 45
Product Line: Nike Air, Jordan Retro, Nike Air Force 1, Nike Air Max Width: Medium (D, M)
Brand Type: Premium Features: Retro, Customized
Sub Style: Road Running, Trail Running, Cross Country, Track & Field, Sneaker Boot, Minimalist, Plimsoll, Fishing Color:

Blue

Brand:

Nike

Pattern: Solid
Modified Item: No UPC:

0887223097921

Product Details

Product Identifiers
GTIN0887223097921
BRANDNike
UPC0887223097921
eBay Product ID (ePID)686408464
Product Key Features
ModelJordan 1
StyleBasketball Shoes
Shoe HeightLow Top
Euro SizeEUR 45
ColorBlue
FeaturesRetro, Customized
PatternSolid
MaterialLeather
US Shoe Size (Men's)11
Modification DescriptionN/A
Product LineNike Air, Jordan Retro, Nike Air Force 1, Nike Air Max
Brand TypePremium
Sub StyleRoad Running, Trail Running, Cross Country, Track & Field, Sneaker Boot, Minimalist, Plimsoll, Fishing
Modified ItemNo
Dimensions
WidthMedium (D, M)

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.

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

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