Showing off the “call in” feature on a VCR

In 1989, Panasonic marketed something wild — a VCR you could call to record your shows. Forget your timer? No problem, just dial in the recording time from any phone. That’s basically remote tech in the stone age.

Marketing analysis

The ad nails a key principle: sell the benefit, not the feature. Nobody cares about “telephone programmable technology.” They care about never missing their favorite show again. The big bold headline “JUST GIVE IT A CALL” turns a confusing tech feature into an easy, human-friendly solution.

Why it works

• Focuses on the user’s pain (forgetting to record)
• Offers instant relief (call the VCR)
• Uses clear visual of a phone keypad = simplicity
• Headline speaks in conversational, friendly tone
• Positions Panasonic as innovative without jargon

Examples

• Apple Watch’s “Ping your iPhone” feature = find your lost phone instantly
• Ring Doorbell lets users “see who’s at the door from anywhere”
• Spotify’s “Download for offline” = enjoy music even without connection
• Tesla app allows remote A/C control = comfort without complexity