My YouTube ad of the week: Andy Nairn, Dare
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.