It's refreshing to see that a company can portray it's products failing. So often the marketing BS only states the stunning virtues of the product. Not to mention that every company imaginable touts themselves as "The World Leader in [blank]"
By showing the product failing (albeit, in extreme conditions), the viewer can better relate it to the real world. We expect it fail in those conditions but when it does manage to pass, we suddenly think "Wow, it's better than I thought ... it IS tough." Having the potential customer come to their own conclusions is way more effective than regurgitating product specs.
Kudos to Toshiba. I'm willing to bet that these videos will positively impact sales.
I totally agree -- even when the product fails, they manage to squeeze the message in "When we test it with XXX it passes" followed by "when we run over it with a truck ... or when we put it through a car wash if fails" and the failure is no surprise ... but you've watched the video and seen the product and the name "Toshiba" is in your head...
You may be familar with the BBC TV programme, Top Gear (it is syndicate in dozens of countries, I understand). They did similar tests on a Toyota pickup.
I can't remember them all, but I remember the penultimate test: leaving it on the beach at low tide and letting the tide come in. I also remember the last test: leaving it on the roof of a tall bulding and blowing up the building. There are two important differences, however:
i) all the tests were done on the same vehicle
ii) (after some minor tinkering) the Toyota pickup passed all the tests!
IMO. these ads are more persuasive than a portraying the products in only good light. Recent psychological studies shows that if you push too much, people tend to not believe you.
So the people who made these ads have done their homework