SharkNinja’s latest marketing campaign, “Ninja the Holidays,” takes the concept of meal prep and hosting challenges to a star-studded level with soccer icon David Beckham.
The :30 spot showcases Beckham swapping his soccer boots for a holiday apron, utilizing Ninja appliances to prepare a full seasonal spread in record time. From savory mains to decadent desserts, the scene culminates in a stunning holiday table and Beckham’s cheeky line, “What took you all so long?”
The campaign, which launched on November 1st across streaming channels, will span social media, out-of-home, and other digital channels.
Here’s what iSpot’s Creative Assessment platform revealed on actual viewer response to the campaign.
The Details:
- American viewers rated the visuals the Single Best Thing about “Ninja the Holidays with David Beckham” (over Beckham), which very successfully conveyed Convenience and the brand itself:
- The Colorful and for some, Surreal, visuals did not detract from the brand, with 85% recalling Ninja on an unaided basis (+11 pts over one-year small appliance norms).
- Viewers did point to the visuals as more impressionable vs the product itself (the latter true for SharkNinja’s :30 “Slushi,” which focused entirely on that single product).
- The Colorful and for some, Surreal, visuals did not detract from the brand, with 85% recalling Ninja on an unaided basis (+11 pts over one-year small appliance norms).
- Although the focus on a single product in “Slushi” delivered exceptionally strong results, the holiday ad also outpaced small appliance norms in most performance areas, and drove above-norm intent (at 61% Top 2 Box):
- As a result, continued support behind “Ninja the Holidays” is warranted for the brand, particularly to convey the full portfolio benefits.
- Only younger males 21-35 were a bit tepid on the holiday creative.
- As a result, continued support behind “Ninja the Holidays” is warranted for the brand, particularly to convey the full portfolio benefits.
- Second-by-second trace results show longer periods of relatively flat engagement through the second half of each spot, suggesting there may be opportunity for a shorter :15 cut for the brand to achieve broader reach within budget, if desired:
- Viewer comments on “Ninja the Holidays with David Beckham” reveal plenty of sentiment on the products, with many appreciating the multiple devices shown in use:
- For some, the ad seemed a bit rushed or crowded, and would have preferred a closer focus on the products or fewer products covered.
Sample comments on “Ninja the Holidays with David Beckham” :30
“It made cooking look quick and easy with the devices they offered. It seemed like the message was “you still have time to do all your holiday items while still providing great meals for your family during the holidays.”
Male 36-49
“There seemed to be too much going on in the video. Too many products were displayed at once, for as fast as the ad played out. You couldn’t really look at any of the particular items for more than a split second.”
Female 36-49
“I like this ad, it’s simple and to the point, while still showing the viewer the products and what they can do! I loved getting to see what the character was cooking and how they used the products shown especially.”
Female 21-35
“I’m a soccer fan, so it was neat to see Beckham. That did draw me and keep me in. I feel like I got the message that the Ninja product can help make meal prep and life in general more efficient.”
Male 36-49
“Like the action-packed-ness of the ad, don’t know if I’m the target for it, but I think it sold the efficiency and speed of all the products during the busy season. In a fun way too.”
Male 21-35
“Products themselves are very interesting… Too fast though.. I’m not sure exactly what each product can do or what is available. Specificity of each would grab me more.”
Male 36-49
- Cuisinart’s recent “Break Up With Your Oven” presented a single product to replace multiple cooking objectives, with strong results:
- In this category, a higher Information focus could be key to driving intent specifically.
Ineffective creative, even if delivered to the right audience, results in missed opportunity and performance shortfalls. Great creative delivered poorly also results in failed campaigns.
Schedule a demo to find out how your brand can partner with iSpot to quickly solve both challenges simultaneously, delivering high-performing creative while boosting the effectiveness of planning and in-market execution to achieve—and outperform—campaign objectives.