Rough Draft

From Dull to Glossy: The success of an advertisement using demo

The Charmin Ultra Soft Commercial is playing, and you began to get ready for that comparison, where the stack pennies on a wet square of toilet paper. This has to be one of the most successful ways of advertising, demonstrating what the product can do. This while influence the consumer to pick your product seeing how your product works and why it would be better for them to buy it. This is what Gloss it used in their commercial, filmed by the car’s owner, Zachary Wingfield. Showing how the product was applied and the difference it made. I believe that an advertisement that will show a demo of a product, how the product is used, as well as the results of the product will successfully encourage the consumer consider purchasing the product with confidence that it will do as it is advertised.

In the automotive industry, everyone is looking for products to keep the paint job of their cars as if they were fresh out the factory. No longer is a car wash a simple solution to keeping their cars clean. Gloss It shows the process and results of the use of their product on Zach Wingfield’s BMW E36 drift car, which was showcased at SEMA 2016. In the commercial, filmed by Zach himself, he focuses on getting specific shots of the process done by Gloss it in order to repair his paint job. He portrays the team sanding, using clay bar, buffing, and applying their EVO Coating. As well as a before and after effect to show the difference that their products will make with high and low light shots of the paint. The video is very short, but is sufficient to make it successful. Something you’d want to watch over and over with Windfield’s amazing film and editing skills.

The commercial was filmed at SEMA in Las Vegas, Nevada last year 2016. Having the company being a part of the show and a vendor is a huge advantage on getting the consumer interested in their product. Only the best companies in the automotive scene could score the opportunity to be apart of the massive show. Think of the show as E3, Comicon, or CES which are huge shows where companies get together to display their newest products. This would increase trustworthiness from the consumer that the product will definitely do its job as the company is rather new unlike brands such as Mothers and Maguair’s. The strategy used for the commercial is also very important, as it can be the main key to get the attention of the consumer.

The company uses a great strategy to let the consumer know that their product work and will leave exceptional results. They use a strategy known as “Demo”. This strategy is being portrayed in the video as you see multiple people from the Gloss It team. On one side of the car you will see someone sanding down the clear coat, getting it as smooth as possible removing all blemishes and scratches after a recent paint job. On the other side you’ll see a guy buffing the paint, most likely buffing out what the other guy had sanded down. Towards the end the whole car gets its final buff followed by their signature product, the evo quartz. Then a shot is shown of the before and after using the glare of light to expose any scratches. All of the products used on the car are sold by Gloss it. Each shot lets the consumer know what each product will do, and the overall result once they are used in the steps in which the commercial was filmed. In Darlene Peer’s article, “Types of TV Commercials”, she says,

“A smaller company with a small budget should consider showing a segment of a demo of their product, using real people instead of actors. The Exemplary television commercial focuses more on the after effects. It shows how the consumer has benefited from his use of the product.” Gloss It is a small company, their products aren’t yet to be sold at your local Auto Zone, instead you would have to order straight from them. The people that are shown in the video that could be either working on the car, or spectating as the work is being done are not actors. They are all real people, spectating as they explore the SEMA show. There is no reason on why to think that the commercial was scripted. There is also no reactions captured, other than a few hands being shook by Wingfield behind the camera. The main seller of the commercial is the before and after shots of the paint after the paint restoration, and application of the 9H Evo Quartz. This will also ensure the consumer that what they are purchasing actually works, seeing it first hand either at the show or while watching the commercial. This commercial can relate to one of Michelle Greenwald’s her choices as her favorite demo commercials, the “Dawn Dishwashing liquid” commercial. This commercials portrays the before and after of how the liquid soap is used to clean delicate ducks affected by the Gulf Coast Oil Spill. The commercial shows how good the soap works on delicate ducks, so it will definitely keep your hands nice and smooth while the soap attacks any grease on your dishes.

I believe that an advertisement that will show a demo of a product, how the product is used, as well as the results of the product will successfully encourage the consumer consider purchasing the product with confidence that it will do as it is advertised. Its always great to see what the product can do before you purchase it. This use of persuasion is very effective, as I have bought their products as well. I have to say, they really get the job done and you will see the difference on the spot. This commercial, was capable of persuading me to purchase the products, and I’m sure others have felt the same and tried them on their own as well. Which is why this commercial is done properly.

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