My thought process watching “Shamwow” mini-infomercial for the first time:
5 seconds in… “Are you serious?”
10 seconds in…”Are you serious?”
15 seconds in… “You ARE serious”
25 seconds in…”woah woah…what did he say about Germans?”
30 seconds in… “How do I currently dry my sweaters? Maybe I am not doing it the right way”
45 seconds in…”Real Time? Shamy power in real time?”
1:45 in… “Does a sponge only last a week?”
1:44 in… “10 year warranty? Vince – I am not planning to leave this thing for my kids.”
What I hate to admit is that this breaks through the clutter. I leave watching this spot with not just one, but several things to take-away and it is such a easy-to remember name. The brand and category are tied together. I don’t have a positive reaction, but I remember it. I don’t want this to be effective – but I think it does what any marketer would hope for in a brash and unforgiving way: communicate a clear solution to a consumer.
