June 30, 2015

Dueling Bond Wands


Main Pitch: "Uses liquid plastic and revolutionary UV light technology to bond and repair about anything"
Main Offer: $10 for one
Bonus: 2nd one (just pay P&H)
Marketer: Lenfest
Watch the spot

Lazer Bond

Main Pitch: "Liquid plastic that creates a rock solid bond on virtually any surface"
Main Offer: $10 for one
Bonus: 2nd one (just pay a separate fee)
Marketer: Telebrands
Watch the spot

From what I understand, this product actually works -- and that presents an interesting dilemma. How do you get people to believe that what looks like an obvious gimmick is actually doing something? Especially when you're using a DRTV format? I can read the viewer's mind, and he'll be thinking something like this:

Nice try, TV guys! Trying to get me to buy plain old Super Glue because you put an LED on the end! How stupid do you think I am? Next you'll tell me LEDs can remove hair or whiten my teeth!

And how would you convince them you're not full of it (this time)? By towing a semi? Lifting a bus? Floating in a boat that used to have a giant hole in it? Been there, seen that!

As it turns out, the Telebrands commercial tries most of that. They lift a pallet of cinder blocks and repair a wake board. Meanwhile, the Lenfest spot skips the over-the-top demos altogether, settling for more common fare. In both spots, the product is used to repair weights and seal fish tanks. Etc. But no demo, whether big or small, comes close to being convincing.

The best attempt to solve the dilemma is actually some clever audio work. In the Telebrands commercial, you can hear the product "tap-tap-tap" as it hits the glue its light has allegedly hardened. Smart technique. But it's a big stretch to go from believing an LED can make glue dry faster to believing it turns a $10 pen into an arc welder.

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