Taking It to the Max
Chart Watch (Week 44)
Thanks to all the Halloween craziness, it’s going to be a short update this week. Besides, I’m about to engage in some shameless self-promotion, so it’s best to keep it brief. Sliding into the DRMetrix chart this week1 (in the top 25 no less) is our latest hit with Emson.
Campaign: TacLight Max
Brand: Bell+Howell TAC Series
Marketer: E. Mishan & Sons
Producer: Paddock Productions
Source: Paragon Products
The original TacLight commercial first rolled out in 2016 and went on to No. 11 on the True Top 50 that year. Seven years later, this new rollout marks the 16th hit we’ve had since then. According to my notes, it was also the 28th time Nick Bolton, the Paddock team and I collaborated on a TAC commercial.
I know I’m biased, but I think this is one of the most impressive runs in DRTV history, rivaling other mind-blowing success stories like the one I wrote about last week (“Green Pan Evokes 10-Year History of Success”).
Speaking of that post, much of the credit for this juggernaut goes to Emson, a company that has mastered building and maximizing DRTV brands. Just peruse the rest of this week’s chart, and you’ll see plenty of evidence. Their GraniteStone, Gotham Steel and Bionic brands comprise six of the top 10 campaigns — and fully half of the top 20 campaigns.