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

Joline McGoldrick on June 08, 2016

adidas Originals Men's Shoes | Tubular Shadow Fashion Sneakers, Bliss 10 S, 10 Bliss M US e529e7

adidas Originals Men's Shoes | Tubular Shadow Fashion Sneakers, Bliss 10 S, 10 Bliss M US e529e7

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.”

Adidas Gazelle Nubuck Lace-Up Low-Top Casual Original Sneakers Womens Trainers,Adidas Tuscany Racing Driving Shoes Goodyear Blue Size 13 Rare,

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?

adidas Performance BB1733 Womens Pureboost Xpose Running Sz 7.5 Black White NIB,Adidas Men's Gazelle 70s, WHITE/BLACK/GREY/BEIGE, 11.5 M US,

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!

adidas Originals Men's Shoes | Tubular Shadow Fashion Sneakers, Bliss 10 S, 10 Bliss M US e529e7adidas Originals Men's Shoes | Tubular Shadow Fashion Sneakers, Bliss 10 S, 10 Bliss M US e529e7adidas Originals Men's Shoes | Tubular Shadow Fashion Sneakers, Bliss 10 S, 10 Bliss M US e529e7adidas Originals Men's Shoes | Tubular Shadow Fashion Sneakers, Bliss 10 S, 10 Bliss M US e529e7adidas Originals Men's Shoes | Tubular Shadow Fashion Sneakers, Bliss 10 S, 10 Bliss M US e529e7adidas Originals Men's Shoes | Tubular Shadow Fashion Sneakers, Bliss 10 S, 10 Bliss M US e529e7adidas Originals Men's Shoes | Tubular Shadow Fashion Sneakers, Bliss 10 S, 10 Bliss M US e529e7adidas Originals Men's Shoes | Tubular Shadow Fashion Sneakers, Bliss 10 S, 10 Bliss M US e529e7

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
UPC:

692760576965

Weight: 180 Hundredths Pounds EAN:

0692760576965

Dimensions: L 13.11 x W 9.09 x H 5 inches Brand:

adidas Originals

Label: adidas Originals Child Code (Shoes) MPN:

BB8820

NumberOfItems: 1 Binding: Shoes
ISBN:

Not Applicable

Color:

Clear/Brown/Bliss Bliss S

Style: Not Applicable Department: mens
US Shoe Size (Men's): (10 M US)

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.

ADIDAS TUBULAR RUNNER 1.0 LOW SNEAKERS MEN SHOES FANTASY SAND B35638 SIZE 12 NEW,adidas Women's Flashback W Fashion Sneaker,adidas Men's Alphabounce Rc m Running Shoe Trace Blue/Trace Blue/Noble In... New,

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

Leave a Reply Cancel reply

Skip to toolbar