My YouTube ad of the week: Andy Nairn, Dare

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Andy Nairn reviews Texas Armoring Corporation

Andy Nairn, chief strategy officer, Dare

Why I like this

I’m not currently in the market for a lightweight armoured vehicle. But if I were, Texas Armoring Corporation would be top of my consideration list, thanks to this film. It’s a good old-fashioned product demonstration, featuring the company’s chief executive and an enthusiastic employee: so far, so 80s. What makes this so powerful is the extreme nature of the test. The assistant shoots an AK-47 at his boss, who is protected only by his own company’s bulletproof glass.

As such, the film obeys one of the cardinal rules of modern marketing: if you want to communicate an explicit product message, and are hoping for a viral effect, you’d better make the content unbelievably compelling. It looks like a classic stripped-back video but the ad is actually cleverly constructed. In short, it’s nicely shot, in all senses of the expression.

Wish I’d thought of

This is obviously a very expensive product for a niche audience in a serious marketplace. Full marks to the company for remembering that its customers are human beings who still need to be engaged and entertained.

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Credits

Brand

Texas Armoring Corporation.

Task

Boost sales of lightweight armoured cars, bulletproof vehicles and security services.

Execution

Trent Kimball, the president and chief executive of TAC, gets shot at with an AK-47 automatic rifle by one of his employees. Fortunately, a pane of bulletproof glass is in the way. Either way, don’t try this at home, they stress.

Credit

In-house.

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