Hoverhound, Tom Cruise and Tom Kruse Find a Route to My Heart
Hoverhound, Tom Cruise and Tom Kruse Find a Route to My Heart

In this age of flashy television commercials and celebrity endorsements, lost is the art of testimonials and product demonstrations. How many times have you watched a Nike ad, featuring a runner, football player or boxer, and wondered (perhaps aloud to your colleague or friend), "Yeah, but how does it work?" In this regard, it was so refreshing to see a campaign like the one for Hoverhound Power Wheelchairs. Give it a look:

The first thing you're thinking: Wow! Tom Cruise sure looks like shit! I made the same mistake. It's actually Tom Kruse, no relation to the famous movie star and tabloid darling of the same name. The second thing you're thinking: Jesus, I know everything about a Hoverhound Power Wheelchair! This didn't happen by accident. The aesthetic employed by writer Matt Brand and art director Terise Fatale combines multiple techniques: testimonies, action shots, lifestyle shots and lots of emotion. Somehow, they make this thing look cool and fun—I couldn't shake the thought that I want to get old enough and use one of these. 

This brings us to my previous point—too many ad campaigns are long on style, short on substance. Bud Light ads might make you laugh, but do they tell you how their beer works, how it was made and what it does to you? No. Just a bunch of silliness and empty slogans. I'll take a Craftmatic Adjustable Bed ad over one of those any day. And I'll take a Hoverhound Power Wheelchair. Actually, I'll take two.

Comments

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August 22. 2008 12:37 PM

danlg

Ok - first thoughts - who is the woman in the wheelchair with the voice and the sass and attitude? She sells that chair.(as IF I wasn't sold already) She's actually a little TOO sexy if you ask me - watch how she sexes up the song at the beginning of the vid.

People talk about the Segway - but really, who wouldn't prefer to SIT when they travel? They actually quote one of the guys in this piece saying it's like an "easy chair with wheels" - now THAT'S an idea I can get behind, or sit in.

Million Dollar idea - introduce the Segway team to the La-Z-Boy crew and have them create a hybrid product for Generation X and Y and Z...and AA. I'm just cruisin' the Las Vegas strip in my Segway lounger deluxe - it's got chrome wheels AND it's a low rider because I kick it old-school style.

Back to that woman! She's kind of like that woman from the golden girls who was like a guy in drag - Bea Arthur. Some talent agent is going to snatch her up and give her a show.

Some design notes: Can't they have cooler colors than gray vinyl? Add some style, my man! Also - don't old people have dvd players? Delivering information on video cassettes seems kind of old fashioned - but maybe that's the company being cheeky.

Peace Love and all that shit.

danlg

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