Three popular NFL athletes, brothers Vernon and Vontae Davis, and Arrelious Benn are set to break the cheesy, low budget commercials tradition of DRTV in a new ad for Arctic Ease. As shown in this infographic, DRTV, or infomercials, are still live and kicking, and agency Red Tettemer + Partners (RT+P) made the best out of it.
Arctic Ease sells a line of wraps that provide relief from pain and inflammation without the hazards and discomfort of ice or frozen gel packs, and the above mentioned NFL stars pose as a “Doctor” and a “Professor” claiming that the wrap is so good that it must be some kind of magic. Or Aliens.
Dejon Mullings, Senior Account Executive, DiGennaro Communications told Branding Magazine: “The three stars are featured in :60 and :30 direct response TV spots that will air online and nationwide on cable this week, coinciding with the first week of football season. Also launching this week is an RT+P redesigned Arctic Ease website. New creative tactics for the brand’s social assets on Facebook, Twitter and YouTube will follow.”.
I find the relationship between the voice-over and NFL players hilarious. This infomercial will surely do what it is supposed to do, and that is: make sales, and connect different marketing channels.
Chief Creative Officer: Steve Red
Executive Creative Director: Steve O’Connell
Art Director: Ari Garber, Jeremy Gilberto
Copywriter: Jon Goldstein
Producers: Joe Mosca
Account Executive(s): Cate Mahoney, Steve Snyder
Production Company: Producer’s Video
Editing House: RT+P
Editor: Vic Carreno