The Branding of Television Manufacturers

BrandingTelevision manufacturers are plentiful and the competition is stiff. A good branding campaign can make all the difference in sales. We are going to look at the top companies who have created a brand identity for themselves.

Samsung Electronics Co. Ltd. is a South Korean company who specializes in consumer electronics and many other products and services. With revenue crossing $268 billion, they are leaders in screen technology. Let’s look at this laterally – consider Apple computers and devices. The Mac monitors are produced and supplied by Samsung. Those glossy screens are thanks to this company whose assets are above $470 billion!

If you go to an electronics store and ask for the best plasma or LCD/HD television set, they refer to Samsung first. The same screen size plasma TV for any other brand would cost less, however Samsung sets have a higher Gigahertz functionality that just can’t be beat. Samsung made a deal with the IOA (International Olympic Association) to sponsor the ’98 Seoul Olympics. Following on this successful branding campaign, they took their game up a notch. They enlisted a branding company to start hiring celebrities marketing campaigns. Their branding success usign events and celebriteis, makes them a household name and trusted company. Their corporate slogan, “Imagine,” brings to mind Apple’s “Think Different” slogan. These slogan are both examples of excellent branding.

Moving on, LG Electronics, another South Korean company is the best alternative to Samsung television sets. While you still get the best of engineering, LG makes an effort to keep the price affordable. An LG plasma TV will still make your neighbours and relatives jealous, but it won’t break your budget. LG Corporation revenue stands at $143 billion and is the preferred home-user’s television brand. They have a simplistic style in marketing their product. Their tag-line, “Life’s good”! In an attempt to beat their competitor, Samsung. LG not only makes their products affordable, but they also included unique hand gestures, voice recognition and other innovative features.

Next comes a Japanese conglomerate – Sony Corporation – the third largest producer of television sets. Sony has been known for their analog and LCD TVs since 2007. Similar to the top competitors, Sony ensured quality along with a competitive advantage – slimness. The Bravia range of products emphasise one thing – home theatre! Taking the marketing notch up and above the WEGA range, the Bravia products have lived up to their popularity.

Panasonic is another excellent competitor giving a run for the money for their top competitors. Most features that you would expect from top companies are available in a Panasonic set, and you also get more features that are incredible. This Japanese company has a slogan – “A Better Life, A Better World” in its official site. Providing top class alternatives, without losing out on quality, is Panasonic’s style. This is another branding message that emphasizes quality of life.

Sharp (Japanese), Vizio (U.S), Philips (Dutch), Toshiba Corporation (Japanese), Mitsubishi Electric Corporation (Japanese) and RCA (U.S) are the other companies that are top grossing producers of high-end television sets. Their branding styles have covered a wide range of celebrities and advertising slogans. Not to mention, they pay for those expensive billboard ads and YouTube campaigns to tap the internet-literate crowd.

The edge that most television companies have is the technology and durability behind their advertising campaigns. The gloss finish with HD is one thing, but the affordability is totally another. While these top companies compete for attention, the best benefactor is the common user – you!

Review on Culinary Schools Hub Commercial

Duration – 1 minute

Year – 2014

Description

This commercial shows a young chef sitting on a bottle of olive oil. It starts with a narration of how she always dreamt of becoming a chef, how she loved food from a young age and how she would download recipes from the internet and cook for her family when she was old enough. She says that for her, food is life and cooking is a lifestyle.

Well, the combination of good looks, good voice and a lot of dishes simmering in this wonderful commercial kitchen featured in the infomercial make it hard to decide what is more appealing… the young woman or the food? Well, in our opinion, this is what makes this infomercial unforgettable.

Ending on the sound of a spoon clinking against a silver plate, one feels that dreams do indeed come true and there is this urge to want to become a chef, all of a sudden. I guess it is the allure of the food.

This commercial is very different from any others that we have seen because rather than show lots of schoolwork in a culinary classroom, it capitalizes on what one will become after schooling, a good feat indeed because we don’t like school, but we do like what we become after school. It is only at the fall of the spoon on the silver plate that the slogan “culinary schools hub brings you the best culinary schools around the nation” that you realize it was all about culinary schools. At the end of the commercial, there is an invite to contact Culinary Schools Hub for more free information on the available culinary schools.

Nowhere in the media business will you find more creativity packed in than in a television commercial and that is why this particular infomercial caught our attention. There is something special about food. Food is universal, everyone knows food and everyone loves food. We felt that this commercial was an attention getter and thus, we decided to review it here. Few commercials tell it as it is, and this is one of the commercials that not only make marketing look easy, but also give more value to the viewers.

A good infomercial starts with the best production – The scripting, the selection of the talent, the graphics and the animations, the wardrobe and many other factors. In the culinary schools hub infomercial, all of those ingredients have been mixed together to perfection to offer viewers a real perspective of what the industry offers.

Who is the target audience for this infomercial?

The targeted audience for this commercial includes all the aspiring chefs and the culinary students still in school. Culinary Schools Hub offers information on the culinary training basics that enhance employability in the hospitality industry. It lists schools that offer well-designed courses that prepare students amply for the competitive hospitality industry. Many people miss opportunities because they do not know where to find the right training services and that is why this hub offers free information to all aspiring chefs regarding schools, the kinds of courses offered as well as how employable one would be after completing their training with the said schools.

What do people learn?

Culinary schools are easy to find, but the right culinary schools could be hard to find. Everyone needs guidance to know what to look for, what facilities a good culinary school should have, what the entire culinary training course should entail and so on. This commercial tells all that and in fact, it goes a mile further to tell would be students about the hard skills and the soft skills offered in the schools. Remember, all this information is offered free of charge.

Before students join any culinary schools and commit their money, they need to know whether the schools are accredited by the relevant commissions. This infomercial brings all that information free of charge. The main objective of creating the Culinary Schools Hub was to save the students and aspiring chefs as much time as possible when looking for the best courses in the hospitality market. By the time you are done watching the entire commercial, you will be amply armed with information about the culinary schools near you.

Culinary training is classified under many categories, something that most students and aspiring chefs do not know when they join school. All that information is now available free of charge in this commercial. Students learn as much as possible about the skills they will need to succeed in their culinary career.

Valandre Thor Sleeping Bag Commerical

Title: Valandre Thor Sleeping Bag
Company Website: Valandre.com
Duration: Thirty Seconds
Year: 2014
Description:

The new Valandre Thor Sleeping Bag commercial is right on the money.

Ever heard of the outdoor company Valandre? No, didn’t think so. That’s because up until now Valandre has only been known to the outdoor extremist crowd. When in actuality, this company has slowly been growing and gaining market share and credibility for over 40 years! They’ve just never been as ‘sexy’ as The North Face or as generic as Coleman. This year, however, the company is undergoing a friendly takeover and the new boys in the office have got some ambitious plans for public visibility.

The newest, and by ‘newest’ we mean ‘first’, Valandre TV spot is short, humorous, and effective.

The commercial is only a 30 second journey but it takes you through the entire Valandre Thor sleeping bag line. It starts with a family packing their sleeping bags for camping, heading out and enjoying the weekend together. This immediately situates the brand with family and fun and creating memories. The weather turns during the night and it suddenly the family, who is sleeping under the stars, is in a torrential downpour, but they don’t seem to notice because their bags are so well equipped that they wick away the rain, keeping the sleepers safe from the wet and warm. This is demonstrated by a quick close up shot of the water practically jumping off the surface of the bag. Clearly indicating the hydrophobic coating the bag must have.

The scene quickly shifts to the husband hiking through the snow and setting up camp on the arctic tundra. The bag is a different color, indicating that there are different bags within the Thor line, and while the man is barely protected in his Bivvy Sack, the bag keeps him warm throughout the night. Even the howling of wolves doesn’t disturb his peaceful sleep, which is demonstrated by a close up of a pleasant smile on his face.

The shot pans out of his tent to reveal that the howling wolves were actually huskies howling while they are transporting the wife who is controlling a dog sled, plowing through the blizzard outside. As the shot pans out you see that she is heading toward some sort of Base Camp on a gigantic mountain. Where she is completely protected for the night in her Thor sleeping bag.

The shot changes to the husband climbing up the mountain with determination. All of his protective gear on, and a sleeping bag strapped to his back. The wife is climbing the opposite side with determination as well, all of a sudden adding a sense of competition to the advertisement. The shots switch back and forth, and it’s a battle of the sexes. Who will get to the top first?

When they both are just inches away from the summit, a hand reaches down to each of them and it’s their two kids helping them up. The family stands on the top of the mountain with snow blowing all around them and the shot pans out quickly, showing the vast expanse of wilderness around them. The only words spoken during the entire commercial are ‘Valandre Thor’ and the range of sleeping bags appears on the screen with their temperature ratings below them. A ‘one for every occasion’ type effect.

All in all the commercial did a great job in putting the brand before it’s customers as well as showcasing the versatility of just one line of Valandre’s products. We look forward to the growth and visibility this company is sure to demonstrate in the coming months and yeas.

Overall: 8/10

The Miracle of Diabetic Socks

Title of Commercial: Diabetic Socks are Miracle Socks
Company Website: http://www.wholesalediabeticsocks.com
Company: WholesaleDiabeticSocks
Duration: 3 minutes 35 seconds
Year: 2014
Description: Offering medical socks that relieves foot pain, increases foot circulation, and other health benefits.

Television advertisements from the “As Seen on TV” corporation have been pure marketing genius. They show unique product ideas to millions of consumers every day in short and to the point commercials. The highly successful product launches result in incredible sales for the company and also for the product inventors. Seemingly ordinary products are presented with all the bells and whistles, something that the mass market of consumers must have and sales just explode effortlessly.

One of these products that recently aired on television was for socks for diabetics. While everyone wears socks with their shoes, how many people actually realize that there are socks specially made for diabetics? There are over 10 million diabetics in the United States alone and many have foot pain from diabetes. These socks are incredibly soft. They offer extra bottom padding to cushion every step you take. It helps with tired feet, reduces swelling, massages the legs, and relieves symptoms of varicose veins. It is also great for travel when consumers are on their feet a lot. Best of all, the loose fitting nature of diabetic socks allows for better circulation in your feet. To quote an actual wearer of these socks, “it’s like I’m not wearing socks at all. No more indentation marks on my calf”. Hey, who wouldn’t want to experience comfort like that? That is the true appeal and brilliance of the commercial. Not only do the socks work for diabetics to relieve pain and protect their feet, but it is also beneficial for anyone that just wants more comfort and improved circulation in their feet.

The setting used is low budget but effective. Using a doctors office, chef’s kitchen, and an average person’s home as the filming locations are good for depicting realistic situations. The camera angle used is always on eye level with the viewing consumer so that they feel like the people in the commercial is talking directly to them.

The commercial employs all the classic marketing techniques that are proven to sell. Instead of promising people the moon, the commercial begins with attractive actors and actresses that show their aching feet. They mention the many health benefits of using such socks. Even a podiatrist, which is an expert on foot health, highly recommends the product for good measure. Not to mention, there are testimonials from chefs and waitresses who are on their feet the whole day. Before wearing diabetic socks, they always had to battle foot pain. However, after wearing these miracle socks, their foot pain is gone and they can keep going without a hitch. Lastly, there is a powerful call to action. Take advantage now and get a second pair of socks at a discount, but it is only for a limited time while supplies last. Overall, the people behind these socks did a really good job in finding the right marketing channel and partners. The mass consumer now knows how great these socks are and it even went beyond its initial scope of selling to diabetics.

Review of Kelly Diedring Harris’ Life Juicer Infomercial

Title: Life Juicer Infomercial

Company Website: www.kellydiedringharris.com

Duration: 14 minutes

Year: 2013

Kelly Diedring Harris is a regular anchor that hosts DRTV commercials, infomercials and other product segments. In a previous infomercial, she featured a popular electronic picture frame. Here, in this video infomercial, she co-hosts with Philip McCluskey to educate viewers about the Life Juicer.

The Life Juicer is considered as a revolution in the extraction of nutrients from fruits and vegetables that employs the exclusive press technology to squeeze as much as up to ten times the essential nutrients that raw foods contain to produce juice that is life charging and life changing. This product is hailed as probably the best juicer machine available today. When one tastes the product of this juicer, its sensational mouth watering taste makes a person want for more. It incorporates the eighty RPM cold press technology where the spiral pulls fruits or vegetables in and crashes, presses and extracts up to ten times the enzymes and nutrients that are deep seeded as compared to a regular blender that chops and damages them. As the spiral spinner gets tighter and tighter, every last drop of the vital nutrients is squeezed which results in a juice product that is rich colored and better tasting with lots of nutrients and vitamins.

This infomercial’s creative work included a demonstration of using the juicer, an animation of how the cold press technology process produces the juice and the comparison of the juicer with traditional blenders.

Since this ad hit You Tube, there has been a significant increase in the number of viewers with most of them making the Life Juicer their juicer of choice. The number has drastically risen to thousands of viewers, and thousands more in subscribers. It has also led to the increase in metrics in key advertising aspects such as the purchase intent, brand awareness and favorability.

Review of the Life Juicer Infomercial

The Message

Some of the people who are using the juicer delivered inspirational quotes about their amazing experience with the juicer. Co-host Philip McCluskey was one of them and said that he reduced his weight from four hundred pounds to one hundred and eighty pounds in less than two years; it is the same as saying he lost about two hundred and fifteen pounds by eating raw food and juices since he started using the juicer.

Sound

The sound effects and voices of the co-hosts were well balanced and the viewer can easily understand the speech and the message portrayed in the infomercial. The tone and emphasis of the speeches delivered were a masterpiece in convincing the consumer this is the juicer of choice.

Pace

It was correctly timed with each segment allocating adequate time to deliver the message. There is a minor defect in the pace at the beginning where the juicer is explained at a faster pace requiring the user interested in the technical aspect of the product to replay it several times.

Cinematography

The camera work and video editing was amazingly done because the video is of high quality and easy to watch.

Summary

I consider this infomercial a success.

Ratings of Bizarre Hair Care Product Commercials

A few years ago, ad agencies realized that having bizarre, nonsensical commercials is a great way to get people talking about their ads. The craze caught on, and ad agencies for hair care product companies tried to push the envelope and make ads that were more and more bizarre.

I, for one, love these ads, and I’ve taped a few of them so I can watch them over and over again. Without further ado, here are some of my favorite surreal ads.

Title of Commercial: “The Pomade Renegade”

Company Website: American Crew

Duration: 35 seconds

Year: 2011

Description: The camera is out of focus and then zeroes on our hero: the Pomade Renegade. He’s got a full head of red hair, a bushy beard, and he’s dressed like a Viking (even though a sign behind him says “Cincinnati, OH”). The Pomade Renegade jumps on a Harley and peels onto the road. Music blasts in the background. He pulls up to three beautiful ladies—a brunette, and two blondes–and his hair is frazzled and messy. The women laugh at how stupid he looks, and inside, the Viking cries a little bit. Then he remembers—I have Pomade! A couple of whisks through his hair and his gorgeous locks are back in place. He catches up with the three gals, who say “We don’t care about your hair; you look like a crazy person. Please stay away from us.” SCENE.

Title of Commercial: “Barber School Dropout”

Company Website: Barber Career Agency

Duration: 1 minutes and thirty seconds (way too long)

Year: 2014

Description: The commercial starts and a young man is in a coffee shop, fretting about what he’s going to do with his life. His friend is listening patiently, until finally he says, “Listen, man, you’re always talking about how much you love to cut hair. Why don’t you go to barber school? There are a ton of great barber programs in Ohio. The young man chews the idea over, takes a sip of coffee, calls for a waitress, blows his nose, and then checks his cell phone. He looks back at his friend, who says “Did you hear me? I said maybe you should go and learn how to cut hair.” The main character looks at him straight in the eye and says, “I make own decisions, man,” and leaves abruptly. Perplexing.

Title of Commercial: “Has Anyone Seen My Axe?”

Company Website: Axe Body Spray

Duration: 15 seconds

Year: 2011

The good folks at Axe Body Spray must have had a small budget, and wanted to make a quick statement about alpha males. In this fifteen-second clip, a man is seen spraying Axe Body Spray all over himself. Then comes a montage where the main character karate chops a nerd, climbs to the top of a castle, and then unfurls a flag that says “HERO.” The camera pans down to the bottom of the castle, and the nerd who just got karate chopped is asking a bus driver where he can get some Axe Body Spray. Baffling.

Title of Commercial: “Climb That Mountain”

Company Website: Old Spice

Duration: Thirty seconds

Year: 2012

A young man is in his bathroom primping himself before a big date. He looks at himself in the mirror and says, “Who’s the man? YOU’RE the man!” and as he says that, his reflection turns into San Francisco 49ers wide receiver Chip Cunningham. Chip says, “Not so fast, my man. Put on this deodorant.” The young man applies the deodorant to his underarm area, and says, “Wow, this stings.” Chip says, “DEAL WITH IT!” Cut. In the next scene, the young man is out with a young woman, who is laughing and having a good time. The young man says “Thanks, Chip!” and does a backflip. Chip and the young man high-five.

Title of Commercial: “Try Some Tresemme”

Company Website: Tresemme

Duration: 25 seconds

Year: 2013

A gentleman and lady are seen walking over a bridge in Paris at twilight. A dapper young man comes up to the woman and says, “Would you like to try some Tresemme?” The young woman looks at him blankly, and he repeats, “Tresemme?” The young woman says, “I don’t speak French.” and then jumps off the bridge onto a passing speedboat.

Title of Commercial: “Not on My Watch!”

Company Website: Just for Men

Duration: Thirty seconds

Year: 2012

A man is in a zoo with his girlfriend, and they enter the monkey house. As they enter, they find that the zoo’s favorite gorilla, Justin Fontanbleu, has escaped. The couple keep walking and making small talk. After a while, the man says to his girlfriend, “Are you ok? You haven’t said too much,” and he glances over to see that he’s been holding hands with the gorilla. “Whatever,” he says, and they two keep walking. Fade out, and the words “Grey hair is for old people” comes on the screen.

I love these commercials! Do you have any favorite nonsense commercials? If so, describe them below. The zanier, the better!

Numark Orbit TV Spot

Title: Play Like a Pro – Numark Orbit
Company Website: Numark.com
Duration: 2 Minutes
Year: 2013
Description:

Numark’s latest commercial misses the mark.

In Numark’s latest TV spot for their brand new MIDI controller, the Numark Orbit, they use the tagline ‘Play like a pro’, indicating that all one needs to do is pick up their device and they’ll be bringing down the house at every event they ‘DJ’ at. However, there are a few flaws in the delivery which need to be addressed.

First of all, the Numark Orbit, while being an undeniably cool gadget, is just that. A gadget. It is one of the first wireless MIDI controllers and looks like a glorified playstation remote, equipping it’s user to fight the latest villain. The Orbit has 16 backlit LED buttons which surround a central spinning pad, with both upper and lower shoulder buttons as well which let you control the music being played on your computer (my how times have changed since I was slightly younger). The issue with this commercial, which you will find playing repetitively on the men’s channel ‘SPLICE’, is not with the product that they are promoting, it’s with the copy and delivery.

‘Play like a pro’ suggests that all you need to do is pick up the Orbit and you’ll be a professional. It also suggests that you’ll be ‘playing’ something… which you won’t. The Orbit is a MIDI controller, it doesn’t create any sounds on it’s own, like an analog synth, or even convey tunes to your computer, like a keyboard controller would. The device allows you to spin your tracks and trigger effects, which is pretty cool, but it’s not what’s being sold via the voiceover.

The voiceover work itself was horrendous, and belongs in a children’s Batman toy commercial, or better yet, nowhere at all. Far too deep, aggressive and corny, relying more on the excitement factor than the actual features of the product it’s apparently promoting. The commercial would have done much better to at least attempt to connect with it’s targeted audience, instead of trying to gain new customers with weak will power and a credit card near their phone.

While we were clearly not impressed with the commercial itself, and don’t particularly agree with it’s methods, the advertisers did do some things right.

The camera work right from the very beginning makes you feel like you are watching a commercial for the latest sexy car that will have all the girls fawning over you. The Orbit remains concealed under a flowing veil, leaving you waiting for the big reveal. The effect is very exciting, however, once the veil is pulled away the abrupt shift to spinning in a night club reverses your feelings. Sort of like you’ve been tricked (which you have… into watching this awful spot).

Another great feature is that you simply need to text a number on the screen and Numark will send you a secure form for you to fill out right from your living room. You don’t even need to leave your seat OR speak to a real person. As a human, it’s hard to imagine how lazy we will be in 10 years if this is the stage we’ve come to now. As an advertisement critique, they hit the nail on the head.

Maybe next time Numark would do better with targeted online marketing, instead of wasting 2 minutes of my life.

Overall Rating: 3/10

The Cheeky “Espresso At Home” TV Commercial

Title: Espresso At Home
Company Website: www.segafredo.com.au
Duration: 4:30
Year: 1974
Description:
The Espresso at Home is a commercial by Segafredo, the Australia based global company that serves everything coffee – from selling coffee from their own coffee plantations to selling coffee equipment, barista training and everything in between.

But, interestingly, it’s not obvious at first that the commercial is about coffee. In fact, it does not become clear until the last 30 seconds that that Espresso at Home is about coffee machines. That’s one of the strong points of the 4.30 minute commercial. It is a commercial that relies on normal setting with normal people yet manages to be interesting and not obvious.

Also, considering the year it was first aired – 1974 – it is is one of those on-point, clever and somewhat cheeky commercials. It grabs your attention and certainly communicates a rather difficult message without being too obvious. It even manages a measure of suspense and might even make you smile.

The synopsis of the Espresso at Home Commercial

The Espresso at Home commercial opens with quick sequences of home scenes with not a sign of coffee anywhere. Over fast paced music and sounds of a morning at home – alarms clocks, doors banging, drawers being opened and closed, teeth being brushed and the shower running – we get glimpses, each of maybe 5 seconds of a hectic home scene. To take just a few snippets, we see a couple, the parents getting out of bed, then a teenage girl doing the same in another room, then her teenage brother budging into the bathroom. It goes on with close ups of different members of the family opening or closing different doors and drawers, getting into or out of the bathroom, brushing teeth, budging against each other on the way to and from. It’s a fast but clearly busy start to a family morning.

Then, each member of the family, some as they dress or brush teeth, enter the kitchen in turns. Each reaches into the fridge, moves things inside, and comes out with a plastic cup of coffee. The first to get there is the boy. He gets his cup and places it into the microwave, sets the timer, and moves off to complete his morning preparations.

Then each of the other family members, each alone, gets to the kitchen, fishes out their own plastic cups from the fridge and heads to the microwave. But the boy’s cup is inside. So, each in turn, switches off the microwave, reaches inside and removes the cup inside. Each in turn feels the cup to figure out if the coffee is warm enough, seems not to be sure, and takes a sip just to be sure. Or two sips. The coffee is apparently not hot enough so, each in turn returns the cup back into the microwave and goes off to complete freshening up.

The microwave finally makes the sound of having completed its task and everybody rushes into the kitchen. The boy is again first. He takes his cup out of the microwave, takes a small sip and steps back looking surprised. He shakes his cup, takes another small sip, shakes it again, and turns it upside down. The cup is empty. He looks totally amazed.

Everyone notices the boy’s predicament, stop in their tracks and slowly turn to look at each other sheepishly.

The scene freezes as the Voice Over intones: MAYBE IT’S TIME TO GET THAT ESPRESSO MACHINE AFTER ALL!

And onto the frozen scene a picture of a coffee machine is superimposed, with the Segafredo branding and contacts. A few more seconds, and the commercial fades out.

Trampoline Infomercial Review

Title: Tramps Abound Infomercial

Company Website: TrampsAbound.com

Duration: 25 Minutes

Year: 2013

Description:

The latest Tramps Abound infomercial, which was released late 2013, is almost half an hour of just about everything you’ll ever need to know about trampolines.

This infomercial focuses heavily on five main brands: SpringFree, Pure Fun, Skywalker, Ultega, and JumpSport. While these five brands tend to dominate the screen, there is the occasional interruption to promote another brand between products, which often falls short due to the lack of attention paid. View the entire infomercial on their website to see what we mean.

This twenty five minute television spot does have it’s share of ups and downs, which we will discuss:

Positives

First of all, the camera work and studio set are professional and pleasant to watch. As a viewer it really leaves you with the feeling that this broadcast wanted you to know that the company takes it’s work seriously.

The main host, Daniel, talks with great charisma and appears confident and knowledgeable about all of the trampolines he talks about. Even though we know that Daniel is using a TelePrompTer, it is a very comfortable watch.

All the information provided is relevant and makes it extremely easy to make comparisons between the different trampolines presented. There is very minimal ‘fluff’ filling in the gaps, which there are very few. Honestly this infomercial does an excellent job informing the viewer of the best choice of trampoline for their family and home.

Cons

While Daniel did an excellent job providing clear and concise information about trampolines, his co-host, Ashley, could use a little tune up in the presentation. Often tripping over her words while talking into the camera, and shifting her eyes away from the lens, gives a very amateur feel to the broadcast.

There is plenty of great footage of the trampolines being used by children, being used by adults and families, and of long shots of the trampoline from afar. However, when the hosts are attempting to tell use relevant information about the trampoline on display, often to do with safety features or a specific part, instead of the camera zooming in to that feature, the shot remains on the child bouncing up and down happily in the distance.

For example; SpringFree trampolines are hugely popular because they offer the ultimate safety you can get from a trampoline being ‘Spring Free’. However, while the hosts are gushing over these facts and explaining the new technology involved and how it works, the camera literally holds still with a wide shot of the trampoline in use in some suburban yard. Albeit, the kids looked like they were having fun. The whole WOW factor got lost in the shot though, instead of seeing the action up close, we only got to see jumping. The infomercial is littered with examples like this, leaving you with only the words to focus on, instead of the visual, which we feel would multiply the impact several fold, thereby increasing viewer purchases.

All in all, this infomercial was extremely informative about all of the trampolines that they were offering for sale, however, it fell short when it came to the actual product footage, leaving you with a lot of information, yet very little inspiration to buy.

We give this infomerical 5/10

The North Face – “The Explorer” 2014 Commercial

Title of Commericial: “The Explorer”

Company web site: www.thenorthface.com

Duration: 2 minutes, 17 seconds.

Year: 2014

Voiced by astronaut Buzz Aldrin, this commercial for The North Face doesn’t follow the standard 30 second commerical format of pushing a particular product from their range of cool backpacks and other lifestyle and travel accessories. Instead, it’s a well executed piece of brand advertising, aimed at building awareness and credibility for The North Face as being a brand for people who would like to get out and explore the world.

As a brand awareness piece, the selection of amazing visuals and inspiring words by one of the most well recognized explorers in history all combine to create a stunning and simply inspirational piece that leaves you wanting to get out and travel. Given the length of this commercial, I am almost positive that it is intended to be used on the big screen and shown to cinema goers – and I think that in that setting, people will be truly blown away.

I think it is almost as well executed as what many advertising experts consider to be the quintessential brand awareness campaign, Apple’s “1984″ Superbowl commercial.

The message below, when combined with the inspiring musical score and stunning visuals of people rock climbing, snow boarding and walking over bridges between huge rocky boulders in the commercial truly speaks to the ideal customer of The North Face’s range of backpacks, jackets and other lifestyle and travel products. Here’s what Buzz says in the commercial:

“All you have to do is to look at a newborn child and watch their eyes move around. We want to see. To explore. We, as human beings, we need that. I wasn’t one of those absolute naturals, but since childhood I’ve seen pictures of the great explorers and I felt that I would like to plant the flag. The three of us, we were very firey people. The bug was on our back to perform. We really had, with the backpacks, what we needed to survive. There’s a little bit of danger in the unknown, but human beings, I find, are not apt to back away from something that is a challenge. It took eight days altogether. Yeah, we barely made it – but we did make it. We were pushing the limits pretty close. Feelings are not something that we have recorders for. People will always have a desire to explore what they haven’t seen – whether it’s above us, on the surface or down in the depths of the ocean. “

It ends with a shot of Earth from space with a small clip from the transmissions from Apollo 11 back to Earth that were recorded (complete with the beeps) of Buzz Aldrin saying “We feel that this stands as a symbol of the insatiable curiosity of all mankind to explore the unknown”.

Apart from a couple of people in the commercial wearing jackets from The North Face, it is only really in the last four seconds of the commercial when it becomes apparent that it is an advertisement for The North Face, when they show the brand’s logo and motto “Never Stop Exploring”, followed by the hashtag “#NEVERSTOPEXPLORING”.

Burton’s “First Up, Last Down” Commercial

Title of Commercial: “First Up, Last Down”

Company website: www.burton.com

Duration: 30 seconds

Year: 2009

On a cold, wintery morning, just as the sun first peeks through his blinds, this hard-core snowboarder is getting up that mountain and playing all… day… long. The snow is a perfect, soft powder, the air is clean and crisp, the warm sun is shining brightly and the sky is a brilliant winter blue. Up the lifts and down the slopes, swerving, jumping, flying. What a magnificent day to be the first up the mountain and the last off of it.

With epic music by Randy Lee and Limebeat inspiring us in the background of this otherwise silent commercial (circa 2009), Burton snowboards really succeeds with planting a feeling in you. We all know how awesome it feels when the sun tingles our faces on a frigid winter day, how pure the air smells, and the burst of freedom any time spent outdoors gives us. Even a lifelong couch potato could be inspired to feel a desire for the sun and snow while enjoying this particular commercial. The perfect length at exactly half a minute, you’ll want to to be throwing your board in the back of your 4 wheel drive and heading out to the nearest powder when the music fades.

Burton boards rank consistently at the top of the best snowboard brands. They make a high-quality board to fit practically any taste and budget. Burtons have been spotted at the winter Olympics, at hundreds of national trials and competitions, and have an international following across the globe.

Boards aren’t the only thing Burton does best though. They’ve made a name for themselves in the field of sports fashion, and were the designers and manufacturers of the unique uniforms that the USA Olympic snowboarding team wore during the 2014 Sochi Winter Olympics. Featured in such fasionista magazines as Vogue, and OK, their clothing apparently isn’t just for rugged sportsmen and women who want to spend an awesome day working up a sweat in below freezing weather… celebrities and even politicians enjoy the casual comfort of Burton’s vests, sweaters, and ski pants.

On a scale of 1-10, this commercial earns a 9 in my book. The laid back epicness of the background music makes you feel like waking up to a sunny day and spending it out in the powder with a best buddy. It’s not a technical commercial by any means, it’s just meant to inspire. It achieves this objective perfectly, and leaves a great feeling inside that makes you want to be a part of more. Many viewers will immediately start researching how they can have a great time like that, and this is how new snowboarders are born.

When you’re going to be out all day long playing up a storm out there on the slopes, you’ll want to have the best equipment possible on your body and under your feet. If you’re worried about the performance of inferior straps, body protection, or even if you’re just cold and wet because you’re wearing less than stellar clothing, your perfect day is going to turn out to be a drag. Want to have a memorable day like the dude in this commercial? Get equipment and clothing you can trust, and, leaving your cares at the top of the slope, fly away from them on a Burton snowboard.

The Easiest Smartphone Ever Built – The EZSpeak

Website: www.ezspeak.com

Duration: 1 minute, 3 seconds

Year: 2012

Description: A smartphone that claims to be the easiest one to use. It is built with ease of use in mind instead of functionality.
This commercial attempts to sell the concept of a super simple to use cell phone. This commercial’s main selling point is interviewing multiple people who are frustrated with their mainstream smartphones.

The interviewees talk about not knowing how to change their phone settings the way they want them. Several interviewees had trouble figuring out how to make a phone call, which is an attempt to poke fun at how complex the latest smartphones have become.
One of the major questions raised by the commercial is why pay for a phone that you need a professional technician to show you how to use.

The EZSpeak smart phone is then introduced as the solution to this major frustration that the average non-technical consumer is looking for. A smartphone that is extremely easy and intuitive to use.

Another topic that is touched on in detail is the use of VPN’s. The interviewer asks the smartphone owners if they use their VPN function with their smartphones and get a lot of confused answers.

Then then interviewer explains what a VPN is and why you might want to use one with your smartphone. They even go so far as to tell a Canadian based consumer how a VPN can help to show simple way to get American Netflix from Canada. After a simple explanation the consumers where very interested in using this functionality if it was as simple as a push of a button.

Another feature that’s highlighted on this brand new EZSpeak smartphone was its larger icons. This feature proves that this phone is geared towards the older section of society. This makes sense since the younger generations tend to have less difficulty with new technology than older generations.

The commercial in general does a decent job of sharing the benefits of its product and throws a few key features as well. It leaves no doubt to the audience who this device is geared towards.

The one major disappointment of this commercial was the lack of time showing images of the phone features. It spent 80% of the time on the conversations with the interviewees, 10% of the time showing images of the phone in use and the last 10% going over price and buying options. This commercial should have spent some more time showing actual images of the phone in operation to really highlight the easy part of its operations.

The price options available during this commercial were adequate with them giving the option to buy the entire phone in full or to break the purchase into three, easy payments. They also give a decent 20% discount if you act now, which is a standard way to create some urgency in purchasing.

From a marketing perspective this commercial did a lot of things right but they had a couple of key misses that we would have suggested could have helped to bring more buyers to the table.

Browning The Wait is Over Commercial

Title of Commercial: The Wait is Over

Company website: http://browningtrailcameras.com

Duration: 0.29

Year: 2013

How would you like to get a $500 trail camera for less than half the price? How about a trail cam with .68 trigger speed and self-adjusting illumination? Add in HD infrared images as well as absolute silence, and you just may have yourself a deal!

This fairly short commercial, consisting mostly of a single picture of the basic trail cam model and some high-tempo music in the background, doesn’t even begin to cover the goodies you have been waiting for in a trail camera. Sure, it lists enough to get you interested, but Browning makes so many different trail cameras, there are options galore for any kind of need. Consistently earning high marks from hunters and wildlife lovers alike, all Browning trail cams not only come with the features detailed above, but also come with time lapse photography options and are covered by a one year full warranty against manufacturing defects, as well as much, much more!

The Browning Company was started in America by John M. Browning, and, in addition to making some of the best trail cameras in their price bracket, they make some great rifle scopes. Innovation and pioneering in their realm of hunting tech has always been a strong point with the Browning company, as well as keeping their products within a price range that the average hunter or wildlife enthusiast can afford.

Amongst the trail camera models that Browning has available for you to choose from, you will find that most of them give you up to 10 megapixels with special tech that keeps blurring to a minimum. The models that take HD video clips will take up to 2 minutes of movie, and some even have a little 2″ color screen on the back so you can view your movies right there in the field, instead of having to hike your SD card all the way back to your computer to view your HD color films.

There are also some great accessories that come with this pack of trail cameras. Browning makes their own SD cards that are optimized to be used with their own technology, and instead of being limited to the small battery pack that is embedded in the camera, there are additional battery packs you can connect to the camera to make it live long and prosper. And in case you are worried about theft, the protective, camouflaged steel security boxes will keep your camera securely in its place.

On a scale of 1-10, this particular commercial earns a 4 in my book. For the length of time it lasts, it holds your attention and definitely opens up the world of Browning trail cameras to you. But it fails to mention key information a hunter would be looking for right off the bat in a truly innovative trail cam. Weather proof or not? Rated for temp extremes? Does it have live-tech so we can download upgrades? These things are out there on the market, if this is the camera we’ve been waiting for, does it have these capabilities?

Regardless of how the commercial works, Browning trail cameras are small, camouflaged, lockable, and silent… these aren’t your daddy’s trail cams. These produce HD, high megapixel count, full color photos, worthy of entering into photo contests (and of course, such contests exist and are downright fun to compete in!). These are indeed the trail cameras you’ve been waiting for at a price you can’t resist.

Our Journey to Capture the Soul of Austin Through Photography

Title of Commercial: Our Journey to Capture the Soul of Austin Through Photography
Company website: jbellaustin.com
Duration: 1:30
Year: 2014

Description: An Austin photographer illustrates his platonic artistic relationship with his his high-end camera and how they team up together to capture the heart and soul of Austin in a unique and artistic way that embodies family values and the joy of being a young adult. It accurately displays the evolving relationship between humans and technology, and how it is becoming increasingly comparable to a human to human relationship as our connection to our devices grows deeper.

The Commercial Story line
The commercial begins from the first person perspective of the Austin photographer who is just waking up early in the morning from what appears to be a very eventful night. The first glimpse of his life that the viewers are introduced to is his high-end camera resting on beautifully on the nightstand beside his bed. Before he even leaves his bed, we catch sight of him in the lens of his camera. He appears to be disgruntled until his eyes make contact with the lens, and it is almost as if he enters a world of childlike wonder, where he loses himself in the joy of the night before. In a only a few seconds, it is almost as if we see him relive the night in his mind. The night he spent out on the town with his beloved camera, who will quickly begin to realize is his best friend and companion. This is in only a matter of seconds through pure black and white film which we realize a few seconds later is representative of the present moment he is living from the first-person perspective. He picks up the camera where we are then capable of marveling at its design and structure. It becomes increasingly more evident that the camera is being personified as a human and this photographer’s best friend.

Still laying in bed, the photographer continues to smirk to himself in the lens as he flips it over and beings to browse through the remnants of the previous night. After he clicks the display button, the footage then transitions to color and we are no longer viewing the world from the first-person perspective of the photographer, instead we are viewing it from the camera’s perspective. It is an interesting twist, and truly captures the essence of technology’s evolution. The camera takes viewers on a journey of Austin, Texas where a bunch of children are playing in a large field, and a family is off to the side enjoying a hearty Texas BBQ picnic. The film then transitions into downtown Austin, where the photographer is capturing the motion of the city on the streets. We then see him walk into a cafe and meet an attractive girl for coffee, where he sets the camera down on the table for most of the time. As if he had to put his close friend, his camera, aside so he could focus his full attention on the beautiful female before him. Although he does not hesitate to snap a few frames of her laughing before he heads back out on the town. The film then quickly transitions into the night life of Austin, where people are drinking big jugs of beer, sporting cowboy hats and line dancing. A man rides a mechanical bull in the background, everything is moving quickly, and capturing nothing but the joy of being a young person indulging in the joys of Austin’s city life. The film then transitions back to the present moment first person perspective of the photographer who is now staring into the lens of his camera, laughing and shaking his head. In the final shots he slowly shakes his head, and casts a look of utter endearment at the lens of his camera. It is so subtle, but for people who are familiar with the humanistic qualities that technology has been adapting increasingly over the last few years, you will notice that the expression on his face embodies the heartfelt connection he feels to his device. Basically stating in a few seconds of footage that life would be a lot more lonesome without his trusted device.

Viewer Response and Reviews
The commercial was advertising the photography services of this Austin photographer by illustrating his relationship to his camera. Like many dedicated artists and photographers, the tools used for their craft are often considered to be their closest friends, allies and companions. These tools encompass humanistic qualities, and personalities that are given to these objects and devices by the artists who use them to live out their purpose and passion in life. Though the average person would completely neglect the metaphorical nature of this brilliantly crafted commercial, the artist and creatives, along with the the techies and the early adopters, would experience a deep sense of empathy for this man’s obvious connection to his camera. In fact, the depth of this commercial travels even further when you realize it is a story about passion and purpose, about the photographer’s craft, and how the two joining together in this life allow them to capture all the beauty in our world. Without the photographer’s eye, and the camera’s functionality, the beauty would cease to be captured, and the two could not tell the story they were destined to share with the world through a series of images and films. From an objective perspective, I believe the commercial was incredibly edgy and artistic. It also illustrated cultural trends of creativity and technology, and how the two are coming together more and more each day to tell the world’s story. For viewers who did not grasp its depth, it was still incredibly entertaining and interesting to watch. The relationship to the camera may have come off a little weird, but the moments he captured throughout the day and night were scenarios that every person can relate to. We have all lost ourselves in a beautiful park surrounded by laughing families, or in a crowded bar laughing and dancing with our closest friends. That is what makes it so awesome, because it is passionate and real. Though it may have been a subtle advertisement for this man’s passion and how his relationship to his device transforms his purpose in life into a reality. That without the camera, in many ways he would cease to exist. That is the much more complex and in depth analysis. But even for the average person, the footage and images of being lost in laughter among friends and family, they understand what these moments illustrate too because they have lived it. In conclusion, the commercial was amazing. So awesome that it could be made into a short film or a series of shorts about a day in the life of this Austin photographer and his beloved best friend, his camera.

Good old Jack in the box

  • Commercial Title: Jack in the Box Jalapeno BBQ Burger
  • Company Website: http://www.jackinthebox.com
  • Duration: 30 sec
  • Year: 2014

This commercial is short, sweet and to the point. Featuring the famous Mr Jack in the box and the actress Rachel Grate it seeks to promote the new Jack in the box Jalapeno BBQ Burger.

As with most ads now, it involves the social media aspect of life and uses it by introducing it into the invention of new burger types. Mr Jack in the box smugly rebuffs the interns suggestion that he doesn’t pay any attention to his social media followers by tell her that he of course listens to them and that they have given him the new idea for his newest burger.

The burger of course being the new Jalapeno BBQ burger. To be honest though one thing that bugs me is the fact that (not just with this company/commercial) on Tv and pretty much anywhere you see a picture of a meal like this burger or a box of chicken (like from KFC ) etc from a franchise restaurant it seems a lot better in the actual picture than when it looks when you buy it.

The burger pictured in this commercial looks absolutely delicious, but you know that when you go to buy it it will look nothing like the way it looks on tv. This is one gripe I inherited from my father who loved his bbq food and would shun the take away food shops in favor of his own home bbq cooking. Many a weekend we would sit in the backyard with pops cooking away with his electric smoker sometimes it wouldn’t even be in the warm of summer but no matter what the weather all the family loved his cooking and it brings back great memories of my dear father.

Anyway enough reminiscing back to the commercial that ends with some corny jokes i don’t get and a cut away to the jack in the box logo. To be honest the hard sell wasn’t there with this commercial but I will be tempted to pop down at the earliest opportunity and try out this new burger as it does look great – let’s just hope it does turn out to look as good as it does on screen!

Even though the point was to get a nice shot of the juicy burger on screen and the rest of the commercial was pretty pointless it kind of works for me. I work a few doors away from Jack in the box and will be there most lunch times for a meal so the commercial will work for people like me however I don’t know if it will appeal as much to other people who will maybe not go out of their way to visit one of the restaurants just to taste this burger..

Maybe they should have made it a little more sexier with bikini clad girls tucking into the burger on the beach like in that Pauls Kitchen advert from a few years ago although thinking back about that now it think that was a little over the top!

3 out of 5 for me on this ad – could do better!

How To Select Hiking Boots

Title of infomercial: How To Select Hiking Boots
Company website: http://www.scheels.com/
Duration: 5:14
Year: 2011

Description
Whether you enjoy day hiking in the woods or prefer week long journeys into the mountains, it is very important that you have all the supplies you need to make your outdoor adventure a good one. As any outdoor enthusiast will tell you, the right pair of hiking boots is one of the most important things to have when embarking on an outdoor adventure. But how can you find the right pair of hiking boots? In the informative 2011 video on YouTube titled ” How To Select Hiking Boots“, shoe expert Mark Fritz gives great advice about what to look for when deciding to buy the right pair of hiking boots. This video last 5 minutes and 14 seconds.

Tips For Selecting The Right Hiking Boots

- Know Your Terrain. According to the video “How To Select Hiking Boots”, you must think about the type of terrain you will be hiking in before you buy your hiking boots. If most of your hiking involves even ground, lighter type of hiking boot might work best for you. If you will be climbing mountains or hills, you might want to opt for a boot that is better equipped for dealing with rougher terrain.

- Comfort Is Key. Whether you will be mountain climbing or cross country walking, it is of the utmost importance that you find a mountain boot that fits comfortably. Comfort is key when it comes to finding the perfect pair of hiking boots, and you must keep this in mind when searching for your perfect pair of hiking boots. No matter what type of boot you buy, you will not be able to enjoy your outdoor adventure if your feet hurt or are otherwise uncomfortable. Because of this, the video stresses the importance of buying comfortable hiking boots.

- Do I Need Waterproof Hiking Boots? Whether or not you should buy waterproof hiking boots depends on where you plan on doing most of your hiking. As Mark Fritz points out in the YouTube video “How To Select Hiking Boots”, if you live in Arizona and most of your hiking involves dry, desert like conditions, you really do not need waterproof boots. If you live somewhere in the Midwest and the ground is often moist or wet, you might be better off choosing waterproof hiking boots.

- High Cut Or Low Cut? There are many great hiking boots that are both high and low cut. How do you know which one is right for you, though? According to the video, this choice mostly depends on the type of terrain where most of your hiking will take place. If you will be hiking in an area with tall shrubbery or water, higher boots are best. If most of your hiking is done on maintained paths, lower hiking boots will work just fine.

- Best Places to Buy Hiking Boots? You can buy hiking boots in brick and mortar stores where you can try on different boots in order to find the type that fits your feet best. Once you pick out a brand and size of hiking boot, you can save money by purchasing your hiking boots on-line. On-line hiking boot sites provide excellent reviews and recommended sites to buy from.

After considering all of the important information provided in the YouTube video “How To Select Hiking Boots”, it should be a bit easier for you to choose the right pair of hiking boots to fit your specific needs. No matter which type of hiking boot you think would be best for your outdoor adventures, you can find just the hiking boots you are looking for. The outdoors are just waiting for you to come and enjoy them, and you can start by giving your feet the comfort of a great pair of hiking boots.