WineNado: Part Wine Cellar, Part Survival Bunker! Ad Breakdown by Chuck Ski Productions
Survival. It comes before anything else. Our ancient ancestors spent most of their day taking care of basic survival.
Hours spent hunting for meat. Hours spent foraging for plants. Hours spent searching for water, then carrying that water many miles back home.
The horror! I thank my lucky stars. I was born in the USA in the 20th century.
I've got grocery stores and running water!
But there are many disasters, natural and human-made, that can shatter this comfortable existence.
Look at the freezing cold in Texas that has shut down wind turbines and frozen over natural gas pipes. Look at that tornado that just hit North Carolina.
One way to survive a disaster is a bomb shelter. I looked at a fallout shelter ad from 1961 last week, and now I want to see how things have changed in advertising them.
I did a web search for "bomb shelters," and Atlas Survival Shelters came to the top of the list.
I had trouble finding their ads in the wild, so I'm just analyzing three pages from their catalog.
One immediate difference is calling them "survival shelters" and not "bomb shelters" or "fallout shelters."
We aren't as obsessed with nuclear war since the Cold War with the Soviet Union is over. Russia still has nukes aimed at us, China now has nukes that can reach us, but things aren't nearly as tense.
There are all sorts of other disasters on our minds. We have extreme weather, social unrest, earthquakes, solar flares, EMPs, pole shifts, and even alien invasion to prepare for! Well, at least most of us have some of these on our minds.
So a shelter has to be about more than just surviving a nuke. It is about survival from anything.
The first page has an overview of six types of shelters Atlas has in the "Nado" series.
The headline declares this is "THE FUTURE OF BOMB SHELTERS." They are "BUILT INTO THE HOME SHELTERS" and are specialized for the type of disaster and shelter location.
Atlas has a full buffet of shelters:
· NadoPod for tornados
· FireNado for fire
· WineNado connects to your kitchen
· GarNado for the garage
· NadoSafe, which is an "NBC Safe Room." I had to look NBC up. It stands for nuclear, biological, and chemical.
· BombNado for bombs and more
I like how they have branded these all with Nado in their name, and they have a tornado logo and a nuclear icon in the "o" of Nado.
They seek ad credibility with a box in the upper-right stating, "As Seen At The 2018 PrepperCon Show!" If you are already a prepper, you may have heard of this convention, and it shows they are more legit.
There is an excellent graphic that dominates the page. This home layout gives an idea of what each shelter looks like in a home.
Since the WineNado intrigues me the most, let's dig into its two brochure pages.
The first page has a beautiful kitchen shown connecting to an underground bunker. This bunker is a gun room with an "optional gun vault door."
The shelter shows off a massive arsenal of guns. Someone is getting ready to survive a zombie apocalypse with this room!
Another graphic shows a more distant view of how the WineNado fits under the kitchen.
I find it odd they would lead off the brochure with the bunker being for guns and no mention of wine.
I would have led with the graphic found on the next page that shows a climate-controlled wine cellar connected to the kitchen.
This is more like it! Sit back, relax, enjoy the apocalypse while sipping some nice wine.
Back to the first WineNado page, a circular text graphic states, "REGISTERED PROFESSIONAL ENGINEER 4 FEET OF EARTH COVER ATLAS SURVIVAL SHELTERS."
This wording confuses me a bit. But at least I know there are at least 4 feet of earth covering this WineNado kitchen bunker.
There is then a long paragraph going into detail. There are some good benefits and facts laid out, but bullet points and shorter paragraphs are better.
They lead with some features in the paragraph when we should always lead with benefits. They should lead with lines like this, "…will bring jaw-dropping wows from your friends when you show them the hidden entrance…"
I'd list and detail the benefits. Then list the features.
The bottom icons look cool, but it isn't clear what is going on. I had to figure out that the WineNado can function as five different types of shelters:
· Bomb Shelter
· Tornado Shelter
· Fallout Shelter
· Gun Storage
· Wine Cellar
I would spell this out and not make the prospect have to think things out. Add this: "WineNado can be all these!"
The next page starts with an offer of 100% financing to qualified buyers. To the top right is "STARTING AS LOW AS $24,999," as they work to frame the price a "low," and they use the psychological pricing of ending in "9" s.
A cool graphic takes up most of the page and shows the kitchen island holding a secret stairway down to a wine cellar. Features get pointed out, like "EASY ACCESS STAIRCASE," "7 FOOT CEILINGS," and an "AIR TIGHT DOOR TO CONTROL CLIMATE."
It is good to know the features, but I would be putting the benefits in giant print all over this page. You could put things like the following:
· Be safe from terrorists and their chemical or biological attacks!
· Peace of mind from any disaster.
· Safety, and wine, are just a short staircase away.
· Breathe easy knowing your WineNado filters out nuclear, biological, and chemical particles.
· While the local news freaks out about that incoming tornado, you'll be relaxed and sipping a glass of fine wine in your WineNado.
The wine cellar looks terrific, with bottles stored from the floor to the ceiling. What a way to wait out a disaster!
The page then shows five different size options and lets you visualize the layout better. These options aren't clearly labeled. It is tough to make out what each of the items represents other than the toilet. I'd like to see how the toilet looks with a privacy screen.
Later in the catalog, toilets are shown to come with a shower-curtain-like privacy screen.
The page ends with a question, "DO YOU NEED CUSTOMIZATIONS?" Then it says, "BombNado comes in 5 standard sizes," but I thought I was looking at the WineNado. Maybe that is a typo or some confusion about the overall brand. But they are willing to customize to your any need.
I might pose this differently than with a passive question. Something like this would grab more attention: "Customize your own dream wine cellar bunker!"
I was surprised that this advertiser also stayed very positive, like the 1961 fallout shelter ad. Fear is a huge motivator for getting a bunker. Fear hardly appears in these brochure pages.
Detail the bad things awaiting someone lacking a WineNado. Just listing the symptoms of radiation poisoning is enough to get anyone's attention:
· Nausea and vomiting
· Spontaneous bleeding
· Bloody diarrhea from internal bleeding
· Mouth ulcers
· Hair loss
Make the risk of not having a shelter visceral! That is all for me, for now.
Source for the three brochure pages: https://www.atlassurvivalshelters.com/