November 08, 2012

Insta Grip

Description: A reusable adhesive tape
Main Pitch: "The fast, easy way to hang, hold and make virtually everything stay"
Main Offer: $10 for a giant roll, mini roll & 2 sheets
Bonus: Double the offer (just pay P&H)
Starring: Art & Michelle Edmonds
Producer: Hutton-Miller
Prediction: Likely to succeed

This one is all about the work that went into the creative. The product itself would probably fail to generate excitement at most of the product meetings I attend. But the creative really sells it, and reminds me of the great work this production team did on Mighty Putty back in the day.

Interestingly, I saw demos in this spot from at least three other commercials that have tested in recent years. None of those products was strong enough to carry a campaign, but I like that this product nails every one of those key demos and more. It's better and more useful than U-Glu, and that campaign had a decent run, so I expect big things.

Speaking of nailing it, the Edmonds husband-wife team is flawless in this commercial. They move effortlessly around each other, feed off each other, tease each other and generally operate as a perfect pitching unit. Kudos to them for the top-notch work.

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