January 07, 2016

Clever Scope

Description: A flexible light
Main Pitch: "Bends into any shape with two super-bright lights at each end and two super-strong magnets"
Main Offer: $14.95 for one
Bonus: 2nd one (just pay P&H)
Brand: Bell + Howell
Marketer: Emson
Producer: Kerrmercials
Watch the spot

This is a cross between Emson's iScope, a 2012 True Top Spender, and a concept that failed at least twice (see Hug Light, Flex Light Pro). I can state with confidence that combining two flops never produces one hit, and also that combining two hits doesn't necessarily product another hit. But combining a hit and a flop? Hard to predict how that will turn out.

S7 Analysis: The above-mentioned history suggests a bendable task light isn't needed. Watch this spot (or any of the previous ones) and that becomes clear. The demos quickly feel contrived. To be frank, I always thought the iScope demos felt contrived as well. If this one succeeds, it will be a triumph of uniqueness over true problem solving.

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