As Seen On TV Blog | News | New | Products | Infomercial

It has been a while since the SeenOnTV Express blog looked at some of the famous faces of infomercial products.  Ron Popeil may have been the biggest name in infomercials for the previous generation, but more recently, Billy Mays was the name most people associated with As Seen On TV marketing.  However, Mays’s death in 2009 left DRTV marketing looking for a new spokesman, and Mays’s friend and colleague Anthony Sullivan quickly became a household name by selling As Seen On TV household products.

Born in 1969 in Devon, England, Anthony “Sully” Sullivan perfected his pitch on the streets of London, modeling his techniques after the street vendors of that famed city.  When he came to the United States in the 1990′s, he became a product demonstrator and pitchman for the product that would come to be known as the Smart Mop.  When Home Shopping Network (HSN) executives spied Sully, they quickly hired him and launched the Smart Mop into a top-selling As Seen On TV cleaning product.

Before long, Sully was so successful that HSN promoted him to prime time.  After he fulfilled his one-year contract as network show host, Sully realized that he was destined for greater things.  He left HSN to launch his own business, Sullivan Productions.  Sullivan Productions is the creator of commercials for some of the hottest selling infomercial products:

• Swivel Sweeper
• Kaboom
• OxiClean
• Aluma Wallet
• Jupiter Jack
• Heeltastic
• One Second Needle
• H20 Mop
• and more

In 2009, Sully co-starred in the Discovery Channel series Pitchmen, for which he was an Executive Producer, along with fellow infomercial star Billy Mays.  After Mays’s death, Sully continued the series alone in 2010 and 2011.  The series is now available on DVD.

Though Mays’s death left a void, Sully was quickly able to fill his friend’s shoes, becoming the new face of OxiClean, and in fact, the most recognizable face of infomercial products today.  Sully is the main spokesman for A.J. Khubani’s Telebrands, leader in direct response television marketing and creator of the “As Seen On TV” logo.

According to his website, Sully has “launched over twenty products, sold hundreds of millions of millions of dollars worth of merchandise and has been recognized a record breaking three times for making the best commercial of the year by the Electronic Retailing Association.”   He has appeared on The Late Show with Conan O’Brien, and he has been featured on NBC’s 20-20, ABC’s Nightline , CBS, USA Network , BBC, Fox News, Rachel Ray, and Access Hollywood.

In an industry that has recently been rocked by scandal (Vince Offer’s legal troubles and Don Lapre’s federal fraud charges and suicide, for example), Anthony “Sully” Sullivan offers a sense of trust and security.  Along with his reputation and charm, Sully’s personable quips have the audience loving him.  It seems like he’ll continue as one of the industry’s leading pitchmen for years to come.

After all, as Sully says, “Life’s a pitch, and then you buy.”

I’m intrigued by the Flex Seal commercial.  You know, the one where the guy makes a boat out of a screen door by sealing it with the  liquid rubber sealant?

I’m amazed.  Awestruck.  I totally want to get a screen door and see if I can make it float.

That’s one of the things I love about infomercial product demonstrations.  Not only do they point out the difficulties in every day tasks (“Why, now that you mention it, my blanket IS complicated.”), but they show you how effective a product is by using it for a purpose no one will ever need.  Like making a boat out of a screen door--which, now that I think of it, might be a good idea in case of flooding.  I wonder how Hurricane Irene would stand up to Flex Seal?

Intentional misuse of As Seen on TV products for demonstration purposes has been around as long as infomercials themselves.  The original Ginsu knife infomercial from 1978 shows the knife being abused in all sorts of ways.

Let’s see . . . I can use my Ginsu knife to:

1. Cut an aluminum can, because you never know when you might need slices of aluminum.
2. Slice bread so thin you can see through it, because who really wants bread interfering with their sandwich?
3. Chop wood, because using a knife is totally easier than using an ax.

You can even hammer your Ginsu knife.  What better way to take out kitchen aggression than hammering the handle of your utensils?

Ginsu may have started the Product Abuse as Demonstration, but they sure aren’t the only ones to effectively utilize this technique.

Krazy Glue takes job site safety to new . . . heights.

• Mighty Putty can pull an 80,000 pound tractor trailer.
• Miracle Blade III can slice a pineapple.  In mid-air.
• The Blendtec blender can pulverize your cell phone.
• The Oreck and Dyson vacuums can pick up a bowling ball.
• Speaking of bowling balls, you can drop one on a Simmons Beautyrest mattress without knocking over the pins.

And just watch the first few seconds of this Billy Mays OxiClean commercial:

You can remove stains from a bowl of water.  A BOWL.  OF WATER.

Amazing.

You have to admit that these crazy testing methods are certainly attention-getting.  I mean, if I have to run over the same piece of popcorn fifteen times with my vacuum (before picking it up, inspecting it, and throwing it back on the floor for another couple of vacuum passes), then maybe I’d be more satisfied with a vacuum that could suction up a bowling ball.  And if my blender can puree my wireless communication device, just imagine what it could do for my smoothies.

It’s important to think of all these contingent uses for your As Seen on TV products.  After all, you wouldn’t want to get stuck up a creek without a screen door.

While this doesn’t go “Way Back,” we here at Seen On TV Express would be remiss if we failed to acknowledge the first anniversary of the death of Billy Mays, one of the leading pitchmen for infomercials and as seen on TV products.  Monday, June 28, 2010, marked one year since the passing of arguably the best television pitchman of this generation.

Billy Mays is perhaps best known for promoting Orange Glo International’s line of cleaning products, which includes Orange Glo, OxiClean, and Kaboom!  After he began selling their products, Orange Glo International saw a marked increase in sales, despite his loud, abrasive technique (which led one Chicago Tribune writer to proclaim the anniversary of his death “ALL CAPS DAY”).  Because of his success, Mays became highly requested as a pitchman for as seen on TV products such as Mighty Putty.  He was so successful that he became founder and CEO of Mays Promotions, Inc.

At the time of his death, Billy Mays was starring with his colleague Andy Sullivan in the Discovery Channel series PitchMen, which chronicled their efforts at direct-response marketing.  Originally titled But Wait . . . There’s More, the series aired a special tribute to Billy Mays after his death.  The series was renewed for a second season with Billy Mays III stepping in for his famous father.

Mays was found dead in his home on June 28, 2009, at the age of 51.  Early speculation tied his sudden death to a head injury Mays suffered during a flight, but the autopsy results concluded his cause of death to be hypertensive heart disease.  Although the initial autopsy found evidence of cocaine in his system, a subsequent autopsy ruled that cocaine was “not a significant contributing factor” in his death.  The release of the toxicology report disappointed Mays’ family and friends.  According to his longtime friend AJ Khubani, CEO of Telebrands,  Mays was “the model of a responsible citizen.”  Pallbearers at his funeral wore khaki pants and blue shirts to mimic the “uniform” Mays was known for wearing during his infomercial sales pitches.

Despite the controversy surrounding his death, Billy Mays will always be remembered for his boisterous personality and energetic sales technique as one of the greatest television pitchmen of our time.