I was taught that wherever possible you should try to integrate a product demo into your campaigns. The trick, of course, is figuring out how to make it interesting.
Blendtec got the interesting angle right with their ‘Will It Blend’ series, and Apple have also turned the product demo into an art over the last few years with beautifully sleek and minimal demos: efforts which have inspired many other phone manufacturers to follow their lead.
Which leads me to the new Sony Xperia Z spot. They’ve gone against the Apple and Samsung grain and given their demo a human touch, simply by making it relevant to the everyday.
In many ways it reminded me of the classic American Tourister Gorilla ad.
But the baby and gorilla angle has nothing on Union Carbide’s iconic effort. I can’t even begin to fathom what sort of hoops you’d jump through to get that made!