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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Texas Armoring Corporation.


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


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.



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