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Reversing Trends - Martin Commercial Hits A Soft Spot
June. 20, 2007 -- A new TV commercial for Martin Doors takes a soft approach to a complex innovation that helps protect children and adults from serious injuries without photo eyes.
Commercial Hits A Soft Spot
Martin Door has produced a new 30-second TV spot featuring soft touch reverse technology. The commercial emphasizes the amazing technology behind Martin's new no-photo eye system: it's so sensitive that it didn't even burst the balloon.
Visually the commercial features a young girl who loses her balloon that is caught under a closing garage door. As soon as the door applies 15 pounds of pressure to the balloon, it immediately reverses.
The TV spot opens with a statement about curb appeal, showing some visual evidence of Martin Door options, and then goes to the balloon illustration, ending with a logo of Martin Doors and a phone number for the customer to call.
The commercial is easily adaptable to almost any market and available for dealer use, according to Mike Martin, Director of Advertising for Martin Door Manufacturing. The commercial was produced in early June in conjunction with a local home makeover show for the Salt Lake City market.
Six-year-old Briquel Haslam is the featured actress in the commercial. She is the granddaughter of Dave Haslam, director of National Sales, and great granddaughter of Dave Martin, chairman of Martin Door.
Mike Martin said the challenge in creating the commercial was to stay simple and positive and to do so in a way that translates in an easy-to-remember message. Martin said the commercial attempts to reach across several demographics, while making the new soft touch reverse technology easy to understand.
