Stick Shade

Description: A sun shade for a car
Main Pitch: "Keeps the heat out of your car to keep you comfortable"
Main Offer: $10 for one
Bonus: Night Angel driving glasses (just pay a separate fee)
Starring: Akos Jankura
Marketer: Telebrands
Website: www.StickShade.com
Prediction: Unlikely to succeed

Although this item is seasonal, and therefore limited from the start, it tested during the best month of the year to get a good response. Also, Allstar had a solid success with Auto Cool back in the summer of 2006 (No. 39 on the Jordan Whitney annual for that year), so it's definitely possible to make a campaign like this one work.

That said, I doubt this product will catch on because sun shades of all varieties are ubiquitous in the marketplace. Walk through any parking lot on a hot day, and you'll see many of the popular ones. This one certainly has some unique features (I especially like the one-way mirror effect), but it's ultimately a 'better than' product and those never seem to make it on DRTV.

Beverly Hills Twist

Description: A hair styling accessory
Main Pitch: "Get fabulous looking hairstyles instantly with just a quick twist"
Main Offer: $10 for 1 Twist, 1 Hair Bump
Bonus: Double the offer (just pay a separate fee)
Marketer: Telebrands
Producer: Monte-Brooks
Website: www.BeverlyHillsTwist.com
Prediction: Unlikely to succeed

IdeaVillage tried a product similar to this one under the name Twist 'N Style in 2009 (see No. 4 in this Weekly Round-Up). I don't think the 'Beverly Hills' positioning will make a difference.

More to the point, hair is still a 1 in 50 category -- the success of Allstar's "Hot" line notwithstanding -- and I don't see anything special to suggest this one will be the next one to break through.

Steam Dome

Description: A microwave dome
Main Pitch: "Infuses moisture into food, so leftovers taste moist and fresh"
Main Offer: $10 for one
Bonus: 2nd one (just pay a separate fee)
Marketer: Telebrands
Website: www.BuySteamDome.com
Prediction: Unlikely to succeed

IdeaVillage recently tried a similar product called Magic Steam Wave, and that doesn't seem to have gone anywhere.

Allstar has also tried this main pitch before without success (see Lovin' Leftovers), and their Shogun Steamer is a much better (and more useful) product for steaming in the microwave. If anything is going to take off, it will be that project.

Ready To Roll

Description: A bag that rolls up
Main Pitch: "The best bag you'll ever use"
Main Offer: $19.99 for one
Bonus: Sticky Buddy (just pay a separate fee)
Starring: Anthony Sullivan
Marketer: Telebrands
Producer: Sullivan Productions
Website: www.ReadyToRollBag.com
Prediction: Unlikely to succeed

I hate to ruffle any feathers (who me?), but this is just a terrible idea for a commercial. Sully is a veteran pitchman and his success in certain categories cannot be disputed. Just turn on the TV and you're bound to see his face eventually. But Sully for a ladies' makeup bag? With a masculine name/tag-line like "ready to roll"? Pitched on an empty white set like a cleaning product? I don't get it.

Of course, even if this item were presented well, I wouldn't like it. Makeup bags are a commodity item. Travel items never work on DRTV because the average American just doesn't travel that often. Prescription organizer, sewing and craft bag -- the uses just get worse and worse.

If I didn't know and respect the players involved (here's hoping there's some crazy sales data behind this one), I would have given this my worst possible rating.

Green Gobbler

Description: A drain cleaner
Main Pitch: "The safe, simple and totally green solution for blocked up pipes"
Main Offer: $10 for 3 packs
Bonus: Double the offer (just pay a separate fee)
Starring: Anthony Sullivan
Marketer: Telebrands
Producer: Sullivan Productions
Website: www.GreenGobbler.com
Prediction: Unlikely to succeed

This is a solid commercial with an awesome magic demo. Unlike Ready To Roll, it makes perfect sense to have Sully pitch this -- and he pitches it well. However, I don't see much of significance to differentiate this product from Tristar's Go Green, which was an apparent 'fast fail' a month ago.

Either this is an oversight, a delayed duel ... or Telebrands knows something Tristar doesn't.