The corny infomercial is back - and bigger than ever. If the terms 'Sham Wow', 'Snuggie' and 'Mighty Mend It' mean anything to you - then you know what I'm talking about. These products have become household names thanks to the prize combination of a silly overly-exuberant host, a hard sell, and low-cost production values.
The reason for the recent super-success of these corny sensations is likely connected to current economic times, as Jaime J. Weinman notes in MacLean's magazine. A downturn in the economy means that advertising time is cheaper than ever, which means the makers of these products can buy loads of time on cable networks. And c'mon, even in these tough times who can't spare $19.95 for a super absorbent washcloth that cleans the car, bathroom, even the kitchen!!!
The best thing about these ads for advertisers is that they actually do what ads were originally meant to do - SELL. Advertisers may have a brilliant idea with stunning execution - but if the target mark doesn't get it or remember the product..what's the good? Perhaps audiences are more simple minded than advertisers give them credit for..or maybe there's a certain genuine aspect to a commercial that doesn't need glitz and glam to sell.
Either way I can't wait to see what the next cheesy wonder will be... I think shrinky dinks are due for a comback...
Ps. Props to the Snuggie visionary. Even I am considering buying one... only for market research purposes of course ;)
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