Perfect Polly

Description: A motion-activated fake parakeet
Main Pitch: "So lifelike, it's the world's perfect pet -- and it never needs feeding"
Main Offer: $14.99 for one
Bonus: $15 'As Seen on TV' card
Marketer: Telebrands
Website: www.PerfectPollyPet.com
Prediction: Unlikely to succeed

One of the 20 or so truly bizarre items Telebrands will test this year. There must be some reason they put this one up, but I can't guess what it might be.

On a separate note, this is a rare example of an item testing without a real bonus. Sometimes it works. I'm also curious to see if the gift card idea, which I have been noticing on a lot of Telebrands sites these days, turns out to be a viable bonus on its own. When it comes to offers, these guys are always innovating and leading the industry.

Grip Go

Description: A hands-free mount
Main Pitch: "Instantly grips any phone for safe driving"
Main Offer: $10 for one with dashboard mount
Bonus: 2nd one (just pay P&H)
Starring: David Jones
Marketer: Allstar
Producer: The Schwartz Group
Website: www.GetGripGo.com
Prediction: Likely to succeed

I can't remember exactly what I thought about this product when I first saw it. I remember liking the 'out the window' demo, which was faithfully reproduced in the spot. But I also recall being skeptical about a phone mount working on DRTV.

As with Snap-2-O, it was the Schwartz Group creative that settled it for me. Once again, they've taken the mundane and made it magnificent.

It's rare that I look at a spot and have nothing to say (as readers of this blog can attest), but that's exactly what happened in this case. In fact, it made for one of those uncomfortable moments only another consultant could truly appreciate. "Um, well, I don't quite know how to put this, Mr. Client. I could certainly make something up, so you'd feel like I was doing my job. But, um, I have no feedback for you. Zero. I think it's just about perfect ... Here's my invoice!"

Dueling Knives

Review: Yoshi Glide

Description: A combination steel/ceramic knife
Main Pitch: "The sharpness of steel with the non-stick ease of ceramic"
Main Offer: $19.99 for one
Bonus: Free pairing knife, four steak knives (just pay S&H)
Marketer: IdeaVillage
Producer: Blue Moon
Website: www.GetYoshiGlide.com
Prediction: On the fence

Review: Kijo Knife

Description: A ceramic, serrated knife
Main Pitch: "Sharper than steel with superior edge retention"
Main Offer: $19.99 for one with peeler, cutting board
Bonus: Bread knife & pairing knife(just pay P&H)
Marketer: Tempo 3000
Producer: Hutton-Miller
Website: www.KijoKnife.com
Prediction: Unlikely to succeed

This duel suprised me for two reasons. First, it pits two halves of a great team (the same team that gave us Yoshi Blade) against one another, seemingly for no good reason.

Second, though less creative in its approach, the Yoshi spot is more captivating. The difference-maker is the anonymous "knife worker" featured in the commercial. Whoever he is, he's at the top of his game and mesmerizing to watch in action. Check him out for yourself to see what I mean.

That said, both projects are a long shot. Yoshi Blade was the first ceramic knife sold for a mass-market price, a rare example of a value play carrying a DRTV campaign. Now, inexpensive ceramic knives abound. So I'm pretty sure the moment has passed.

Orgreenic Everlast Diamond

Description: A new version of the #1 pan (HT: Nathan B.)
Main Pitch: "The revolutionary non-stick ceramic cookware that's infused with the magic of diamonds"
Main Offer: $19.99 for the 10-inch pan and cookbook
Bonus: 2nd pan, Always Sharp Knife (just pay a separate fee)
Marketer: Telebrands
Website: www.OrgreenicDiamond.com
Prediction: N/A

In a word: Ouch! The new True Top Spenders list leaves no question about which campaign won the duel (Orgreenic: #1, Yoshi Blue: #20), so this is just piling on. Guess I was right about the end of gentlemen's rules.

Magic Max

Description: A thin wallet
Main Pitch: "The minimal wallet with maximum capacity"
Main Offer: $10 for one in black, brown, tan or pink
Bonus: 2nd one in same color (just pay P&H)
Starring: Tim Goewey
Marketer/Producer: Zoom TV
Website: www.MagicMaxWallet.com
Prediction: Unlikely to succeed

This is a total gut call, but I don't think people will like the design of this wallet. The double-cross design is a bit odd looking and doesn't seem like it would be very secure.

If America disagrees with me, the project has a decent shot. Although there have been several misses in this category recently, there have been many hits throughout DRTV history. Recent examples include Aluma Wallet and Slim Clip. Plus, this is one of the few designs I've seen that could actually appeal to both men and women.

As for the commercial (and the name), it's cleary an homage to the first DRTV wallet success, Magic Wallet. However, they didn't fully commit to the positioning. The only "magic" in the spot is a strange animation of disembodied magician hands and a wand.