Dubai: Some people wait impatiently for high-tech gadgets like the iPad or the newest iPod to test its features and put the devices to meaningful use, but not Tom Dickson.
The chief executive of Blendtec, a US-based manufacturer of blenders, mills and mixers, came to fame with his legendary YouTube spots where he tests the strength of items from laser pointers to golf balls, from vuvuzelas to Barbie dolls in one of the company-made blenders. Recently is was the turn of Apple's iPad.
In what he called a "quality check" Dickson demonstrated in the video how powerful his high performance blenders are and unceremoniously shredded a brandnew iPad.
To fit the device into the mixer, he battered it at the steel foot of the blender and folded it afterwards. Interestingly, the iPad still worked after this brutal treatment.
Dickson then stuffed the device into the blender where it finally ended up as scrap.
The whole action is part of a marketing campaign by Blendtec to showcase the robustness and strength of its products. The campaign, which currently features 95 Will it blend? videos on YouTube, has generated more than 101 million hits since its inception in 2006. The company says home sales of blenders have jumped 700 per cent since then.
The latest blender spots also triggered a number of highly popular copycat videos on YouTube.
