The Golden Era of Infomercials: From Will It Blend to the Ginsu Knife
What is the Best Informercial of All Time?
In the vast history of television, there's one genre that reigns supreme in both entertainment and marketing: the infomercial. These half-hour shows have captivated audiences for decades with their unique blend of persuasive selling and entertainment. From the legendary Will It Blend series to the iconic Ginsu Knife, infomercials have left an indelible mark on popular culture.
Pioneering Infomercials: Will It Blend and Blood Circus
One of the most memorable infomercials is undoubtedly Will It Blend, a series that tests the limits of what a blender can do. Creator Eric Escobar's videos have become a staple of viral internet content, showcasing how a brand new iPad doesn't stand a chance against a powerful blender. The show's popularity isn't just limited to its comedic nature; it's also celebrated for its creativity and debunking common misconceptions.
The origin story of another timeless infomercial can be traced back to 1987 with Blood Circus. Created by Santo Victor Rigatuso, also known as Robert Victor Villani, this infomercial was more of a con than a marketing tool. Rigatuso offered customers with poor credit the chance to buy a fake credit card for $50, which could only be used to purchase exclusive, high-profit items. This unethical practice eventually led Rigatuso to face legal troubles, and the movie was never released.
The Infomercial Golden Age: Ginsu Knife and Beyond
Another infomercial that has left an unforgettable mark is the Ginsu Knife. Originating in Japan, the Ginsu knife's versatility, as demonstrated in the Ginsu commercial, captured the imagination of audiences during the 1980s. The infomercial's combination of educational content and persuasive selling made it a classic. It's so ingrained in popular culture that it often comes up in family gatherings and nostalgic chats.
Another honorable mention in the infomercial hall of fame is the Bass-o-Matic, a product that was intended to remove the heads from bass fish. The Bass-o-Matic infomercial was peculiar and a stark contrast to the saucier Ginsu ads.
The Evolution and Future of Infomercials
While the Ginsu and Bass-o-Matic infomercials are etched in television history, modern infomercials have taken a turn for the dull. Traditional infomercials often rely on the same formula and product categories, losing much of their luster. From HGTV home improvement to celebrity skincare shows, these infomercials can quickly become repetitive and unengaging.
However, there are campaigns that have breathed new life into the infomercial genre. For instance, the Drill Doctor Drill Bit Sharpener infomercial, which ran for 8 years and drove sales of 3 million units, was both unique and highly effective. Similarly, the Kreg Tool Company infomercial also achieved impressive longevity and success. These campaigns show that staying true to your product and presenting it in an engaging way can still captivate audiences.
One notable example from the early 1990s is the Gravity Edge, which used infomercials to sell a product in an unusual and fascinating way. Another example is the AutoBike, which continued this trend with a unique advertising strategy. Even political infomercials, like the one for Barack Obama in 2008, had a significant impact, reaching an audience of over 30 million people and helping solidify his chances of winning the election.
While the definition of an infomercial is nearly a half-hour show, the term is often used loosely to signify shorter DRTV spots. In this article, we focus on the more traditional format, which remains a powerful tool in modern marketing.
Conclusion
The best infomercial of all time is subjective and depends on the criteria you use to evaluate it. Whether it's based on profit, entertainment, or longevity, there is no shortage of iconic infomercials that have defined the genre. From the humorous Will It Blend to the versatile Ginsu Knife, these infomercials have left a lasting impression on both marketing and entertainment. As the genre evolves, it will be interesting to see how marketers continue to push boundaries and captivate audiences.