July 03, 2013

EZ Glass

Description: A cleaning cloth
Main Pitch: "The world's first super microfiber"
Main Offer: $10 for 3 large & 3 small
Bonus: 2nd set (just pay P&H)
Starring: Beau Rials
Marketer: Allstar
Producer: Bluewater
Website: www.GetEZGlass.com
Prediction: Unlikely to succeed

This is another example of a great commercial for a not-so-great product. Since Vince Offer's ShamWow!, numerous attempts have been made to find the next hit cleaning cloth. All have failed, proving ShamWow! was probably an outlier and not a category.

That said, it's hard to make a final call on that score because few have pursued cloths with the super-absorbency pitch of Vince's famous orange shammy. For some reason, marketers prefer the 'cleans with just water' approach even though it has never worked on DRTV (for reasons I explained when Marc Gill tried a similar product last year).

Back to the commercial, I really liked Beau's pitch work and the demos, especially the one inside the car looking out at the viewer through the windshield (see above). Nicely done!

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