In Praise of Product Demos

Here is a tremendous commercial, one of my favorites in a long, long time.* When you look closely, it is little more than a hardcore, wall-to-wall product sell. Nonetheless, it is also massively entertaining. I don’t know what wonderfully twisted mind decided the best way to showcase the amazing features of an adjustable ladder would be Mexican masked wrestling, but whomever they are, they earned their paycheck this quarter…

The casting is perfect. In a time of unchecked political correctness, casting Will Rubio, who self describes as an actor//comedian/sexy Cuban, and encouraging him to lean hard into the accent gladdened my heart with its pure joyfulness. “The Ladder Luchador” also features a very liberal, nee Stooges-esque reliance on physical comedy. But if you pay attention, you’ll notice that every single physical gag is a product demo. And listen to those sound effects: the Foley artist had a hill of fun with this project.

At over three minutes long, this spot will never run on television, but it is currently earning hundreds of thousands of views on the internet. Not just through the Murphy Ladder Company and Home Depot paid media placements, but through impressions earned from a wide variety of news and entertainment outlets that are sharing it. That’s where I found it.

Most people don’t realize how hard this particular brand of dopey-ness is. Or how hard-working. Big congratulations to Provo-based social media agency Harmon Brothers, whose previous credits include Squatty Potty and Poo Pourri. Masterpiece Theater this ain’t, but it is very on point for today’s audiences. In fact, one posting on YouTube features a vertical aspect ratio for mobile phone consumption. Smartly done.

PS*: Yes, I’m serious. This is my favorite product demo in a long time. Like a truly loooong time. Before this, my favorite product demo spot goes back to Penn Tennis Balls, circa 1975.