Bell + Howell Torch Lite (LED Flashlight & Floodlight) – A Marketing Review

A pleasant evening at home quickly transforms into chaos when the power goes out.

One moment you’re cleaning the cat’s litter box and scooping his poop into a garbage bag, and the next you’re slinging the poop blindly across the room.  Hopefully at least *some* of it is landing in the garbage bag, but it’s anybody’s guess at this point.  What you could really use right now is not just a flashlight, but something capable of illuminating more of the room.

Perhaps even a floodlight.  Obviously it has to run on batteries as the power is out, so anything needing a power outlet is pretty much useless.  Now if only there was such a flashlight being sold today . . .

Bell + Howell Torch Lite website — www.BuyTorchLite.com

What’s this?  The Bell + Howell Torch Lite?

Bell + Howell Torch Lite TV commercial

Doesn’t that look neat, or what?

At a glance the TV commercial for the Bell + Howell Torch Lite looks pretty handy.  But when we take a closer look at the advertisement, something far different takes shape.  Is this commercial a fraud?  Does it have a lot of intentionally misleading or false advertising?  Let’s take a closer look and review it.

Bell + Howell Torch Lite TV commercial – Is that an energy orb haunting your home, or a pitiful excuse for a flashlight?

The television commercial for the Bell + Howell Torch Lite begins by showing us an example of an “average” flashlight.  Of course, in this case, the flashlight looks like one of the crappiest that you’ll find in the market.  The advertisers chose a terrible light to make their product look much more superior by comparison.

Obvious question:  If our flashlights suck as badly as the one in this commercial, what can we do about it?

Wait for it . . . Wait for it . . . Keep waiting for just a little bit longer . . .

Bell + Howell Torch Lite TV commercial – Why, it’s the Bell + Howell Torch Lite!

And the answer to our problem is . . . surprise, surprise . . . the Bell + Howell Torch Lite.  For some reason unknown, the folks at the product’s website could not write the product’s name consistently.  It’s written three different ways:

• TorchLite

• Torch-Lite

• Torch Lite

I’m pretty confident that the product’s correct spelling is “Torch Lite” with the space and without the hyphen.  It’s pretty sloppy though that the website uses three different versions of the name.  We’re supposed to have faith in this product, yet the advertisers cannot even keep the name consistent?  Great.

Bell + Howell Torch Lite TV commercial – The world’s worst flashlight has returned!

Now it’s time to demonstrate the Bell + Howell Torch Lite.  Up first we have this completely honest comparison showing an “average” flashlight and how it produces almost no usable light in the darkened room.  All of our flashlights are this pitiful, right?

This is a major warning sign with the ethics by the advertisers.  You know that this is going to be an extremely unfair comparison, if it even qualifies as one with the end results being skewed heavily in favor of the product being pitched.

Rest assured though.  If you thought that this one image was a scam, you haven’t seen anything yet.

Bell + Howell Torch Lite TV commercial – A magical flashlight.

In this three-panel image (click on the image for a larger view) we have three distinct images:  a dark room, the Torch Lite by itself, and then the Torch Lite WITH some extra lighting on the right side of the room.

Take note that the Torch Lite is fully illuminated in the second image.  Almost half a second later in the third image, this extra lighting suddenly appears in the room.  It’s NOT the person moving the light to the right.  Nor is it the Torch Lite warming up and suddenly becoming brighter.  If that was true we would have also seen more light appear off to the left.  But we don’t.  The extra light is ONLY on the right side of the room.

Gee, why in the world would this extra lighting appear in the commercial, making the Torch Lite look even more powerful?  Two words:  false advertising.

Bell + Howell Torch Lite TV commercial – As the flashlight turns, even more light is added to the room.

For more proof of this extra light from something other than the Bell + Howell Torch Lite, take note of the final part of the initial demonstration scene.

Notice how the person has turned the Torch Lite to the left, but the extra light does NOT change on the right side.  IF all of that light was from one source, then as the light increased on the left side, it should have also decreased on the right side.

But in this case the light remains on the right side even as the Torch Lite is briefly turned to the left.  It’s a very subtle difference as the light isn’t turned that much, but if you look closely you can see how the light in the room does not match the Torch Lite’s movement.

Bell + Howell Torch Lite TV commercial – But the website claims 33 LEDs in the flashlight.

After that extremely unfair example of the Bell + Howell Torch Lite, next the advertisement shows us a little bit more about the product itself.  We learn that it uses LED lights to provide illumination.  That’s cool.  No problems there.  LED lights are the way of the future.

But . . . the TV commercial claims that the Torch Lite has 28 LEDs while the website states 33 LEDs.  Can’t these people at least TRY to stay consistent?  First it’s the spelling of the product’s name.  Now we’re looking at two different numbers for the number of LED lights inside of the flashlight.  And this is still supposed to install enough confidence for us to whip out the ol’ credit card and order the Bell + Howell Torch Lite?

Yeah, right.

Bell + Howell Torch Lite TV commercial – It keeps going and going and going . . .

And just how can we expect the Bell + Howell Torch Lite to last?  According to the website, the answer is 100,000 hours.  That sounds reasonable as LED lights are known as being extremely efficient and long lasting.

The only issue here is that neither the commercial or the website mention what type of batteries this product requires.

As far as this example of the Torch Lite, it’s hard to tell if the Torch Lite is the only light source in this scene.  I only see one Torch Lite positioned in front of the teenagers, and the shadows look correct, but you never know.  We already saw false advertising in a previous example.  Therefore we have to really question all of the other examples and try to see if we’re seeing any truth at all.

It’s sad but the commercial has already broken its trust.  Why should we start believing it now?

Bell + Howell Torch Lite TV commercial – The romance of dining by flashlight.

Here we have an example of people dining outside and using the Bell + Howell Torch Lite to see their meal.  Personally, I think that candles would be more romantic, but I’ll assume that it’s too windy for them in this scene.

Of course, that’s not the important part of this example.  Like earlier in the commercial, in this sequence we have three distinct lighting conditions:  no Torch Lite, the Torch Lite, and then the Torch Lite plus extra lighting.  Like before, it’s several video frames between the last two images.  The Torch Lite was at a steady level of brightness when all of a sudden what looks like an extra light was added to the scene.

Unless the woman is secretly activating an ultra-mega mode on the Torch Lite, then we’re seeing another example of false advertising.

Bell + Howell Torch Lite TV commercial – Is the Torch Lite even turned on?

One of the features of the Bell + Howell Torch Lite is that one end of it is magnetic, so you can stick it on metal surfaces.  That’s a pretty nifty selling point.

The only problem is that in this specific example of the Torch Lite being attached to a grill, we see almost no difference in lighting in the before and after shots.  Either a single Torch Lite is being held and then attached to the grill, or we’re seeing additional lighting in this example.  It’s hard to tell as the light is on the whole time.

Bell + Howell Torch Lite TV commercial – How are shadows supposed to work again?

Here we have another example of the Bell + Howell Torch Lite being attached to something metal so it can be used hands-free.  This guy mounts the Torch Lite way above his head (Is it really that effective as a light when mounted that far away?), but the shadows tell a different story.

Take a look at how the Torch Lite is mounted slightly ahead of the wall and doorway.  However, the shadow created by his left arm indicates a different light mounted above and slightly behind him.  That SECOND LIGHT explains the sharp downward shadow on the doorway (underneath his left arm), as well as the shadows created by his left hand as well as his chin.  They all form at the same angles, angles that do NOT match the light from the Torch Lite.

If the Torch Lite is pointed at his face and upper body, then why does his chin create a huge shadow on his chest?  If the Torch Lite was the only light in the room, then the shadow should be on his right shoulder, not his chest.  The answer indicates a second light mounted above and slightly behind him.  That’s also why we can see inside the storage room.

Once again additional lighting is used to make the Torch Lite look really powerful.  This is false advertising.

Bell + Howell Torch Lite TV commercial – If the light is in front of him and shining downwards, then why is his face illuminated?

And here’s yet another example of the Torch Lite being mounted for hands-free operation.  While that’s a good concept, the example that we’re seeing doesn’t appear to be 100% honest.

Why in the world is this guy’s face and hair so brightly lit if the Torch Lite is in FRONT of him and aiming DOWN at the car’s tire?  Either the car’s paint is reflecting one hell of a lot of light back at the guy, or there’s another light used in this scene.

Bell + Howell Torch Lite TV commercial – Handy for picking up light items.

The commercial then talks about the Torch Lite’s magnet and how it can lift 2.5 pounds.  As we can see, this could be handy for picking up lightweight metal items, such as basic tools, screws and nails.  We’ve all accidentally dropped items like that in tight spaces.  Sometimes those magnets can be extremely handy.

Bell + Howell Torch Lite TV commercial – Just how powerful is that magnet?

And here we see another example of the power of the Torch Lite’s magnet.  In this scene the magnet is about to pick up ten or eleven nails and screws.  Watch how close the magnet has to be to the nails before it grabs them.  The magnet was almost on top of them.

What’s odd though about this scene is that while the room is brightly lit, the advertisers are still using the light from the Torch Lite.  What’s the point?  It’s merely a distraction as the light itself is a complete waste in a situation like this.  We’re supposed to be focused on the handiness of the magnet, but the advertisers are ruining the effect by showing us a light that doesn’t make a difference in this scene.

Bell + Howell Torch Lite – Just how much light is created by 5 LED lights?

The Bell + Howell Torch Lite isn’t just a wide light and a magnet.  At the opposite side of the magnet is a small flashlight with 5 LED lights.  Remember earlier how the commercial stated that the Torch Lite used 28 LEDs, but the website claimed 33 LEDs?  28 + 5 = 33.  The TV commercial was specifically talking about only the Torch Lite while the website simply combined both the flashlight and Torch Lite and gave the larger number.

However, when you go back to the website, it’s still implied that the Torch Lite uses 33 LEDs.  It states “33 LED extra-wide beam lights up the entire room.”  So does the Torch Lite use 33 LEDs and the flashlight use 5 LEDs, giving the whole contraption a total of 38 LEDs?

Bell + Howell Torch Lite TV commercial – You call that a flashlight?

When we see an example of the flashlight powered by 5 LEDs, the results look rather pitiful.  The flashlight may be impressive when you hold is next to the ground, but from any further distance it looks like a glorified reflector, NOT a useful flashlight.  Had it not been for the other lights shining on the woman and her dog, it’s doubtful you’d even know that they were there.

Lights like this normally function better as warning lights, letting other people and passing cars know that you’re there.  As far as lighting the path and spotting hazards in front of you, this doesn’t look useful at all.

Bell + Howell Torch Lite TV commercial – Let’s all sit in the hot tub and use Torch Lites to give us light!

The advertisement also mentions that the Bell + Howell Torch Lite also has a steady base, so you can set it on the ground.

Of course, to demonstrate this, the advertisers pick a ridiculous scene of people using several Torch Lites to provide light for their hot tub.  Yeah, like people are going to spend thousands of dollars for a hot tub and NOT add any outdoor lights to it.  Sure.  That’s believable.  /s

In the scene we see three Torch Lites (two on the right, one on the left) spaced around the hot tub.  But we know that more lights were also used in this scene, or else we wouldn’t easily see the fancy rock platform that holds the hot tub in place.

We have no idea how much light the Torch Lites are actually providing in this scene.  We do know that the advertisers have lied in previous examples, and we do know that extra lights were used here as well.

Bell + Howell Torch Lite TV commercial – Six different positions for your pleasure.

We also told that the Bell + Howell Torch Lite has an articulated arm, and the light can be positioned in one of six positions.  Okay, that’s another valid selling point for the Torch Lite.  Good job, advertisers!

Bell + Howell Torch Lite TV commercial – The Apple user decides to use a flashlight instead of a desk lamp.  Go figure.

Here we see that we can use the Bell + Howell Torch Lite at . . . our computer?  Really?  Wouldn’t that be pretty annoying?  Isn’t that why people use devices known as lamps?  I hear that in addition to being small and placed anywhere, desk lamps can also be used with LED and fluorescent light bulbs.

Bell + Howell Torch Lite TV commercial – WTF is wrong with these people?!?

Holy crap.

Why in the hell are people using a flashlight when they should be using a desk lamp?  Did these people have the sudden desire to write notes on cards when the power went out?

Remember, just because something CAN be used in a scenario does NOT mean that it SHOULD be used that way.  Just because a suit jacket is made of fabric does not mean that you should use it as a rag to wash your car.  The same goes true for using a flashlight as a desk lamp.

Bell + Howell Torch Lite TV commercial – Extra lights or wacky shadows?

In this scene we see the versatility of the Bell + Howell Torch Lite as a plumber uses it to help provide extra light underneath the sink.  However, the shadows here tell a different story.

Notice how the Torch Lite is mounted and mostly aimed towards the garbage disposal.  Then notice the shadow of the guy’s face and nose on the wall.  For a shadow to be formed at that angle, the light source would have to be the same level as his head.  But it’s not.  The Torch Lite is well above his head.  Therefore we know that a second light is used in this scene.  It must be a really bright light as he casts a fairly strong shadow on the wall.

For more evidence check out the cord that goes from the bottom of the garbage disposal on the bottom right side of the screen.  Notice how it actually has TWO SHADOWS.  The shadow created from the Torch Lite is actually the very faint shadow down and to the right of the cord.  That’s the correct angle for that light.  As far as the much darker shadow to the left and slightly above the cord, that one was created from the bright light somewhere to the right off-camera.

There you go.  More evidence of false advertising.  At least one extra light was used to make the Torch Lite look much brighter and more powerful.

Bell + Howell Torch Lite TV commercial – Why does the Torch Lite cast its own shadow on the wall?

The Bell + Howell Torch Lite has yet another selling point.  It has a hook so that you can hang the light.  No problems there.  But when we take a closer look at this example, we’ll find more questionable evidence.

First of all, why is the Torch Lite SO CLOSE to the items on the shelf?  Is the light from it so pathetic that you have to keep the Torch Lite next to the area if you want to see anything?

Second, notice how on the left image the Torch Lite casts its own SHADOW on the wall.  This means that there’s a second light being used in this example.  But when you look at the far right side between these two images, you’ll see that the area suddenly becomes brighter.  This is a THIRD LIGHT that’s being used in the scene.

Gee, if the Torch Lite is pointed to the left, why would the room suddenly become brighter on the far right side?  Why do we also see a shadow of the Torch Lite on the wall?

At least two extra lights were used in this scene.  Once again we see an intentionally exaggerated example of the product.  It’s another classic example of false advertising.

Bell + Howell Torch Lite TV commercial – Are we ever going to see the truth here?

In the next scene we see another example of the Bell + Howell Torch Lite hanging and providing illumination.  Here’s it’s hanging on a tree branch and providing some light for the campers.  Why don’t these people just light a campfire?

This is a difficult scene to break apart and look for false advertising.  We know that the advertisers have already lied in a few scenes.  What we’re seeing here appears to be too good to be true.  But because of the darkness, the angles, and the shadows, it’s difficult to prove whether or not extra lights were used in this example.  My gut feeling says that there’s more going on here than what we’re meant to believe.

Bell + Howell Torch Lite TV commercial – Why is it so bright next to and behind the Torch Lite?

Just when you thought it was finished, the advertisers throw out yet another selling point.  The Bell + Howell Torch Lite is weatherproof!  Take note that weatherproof does not normally mean waterproof.  Weatherproof normally means that the device can get wet, just not totally immersed in water.  Unless it specifically mentions it, I wouldn’t drop the Torch Lite into a pool of water.

But do you see anything peculiar with this scene?

Notice how the whole scene is exceptionally bright, especially considering that the Torch Lite is pointed AWAY from the house and tree leaves.  The Torch Lite may have a wide beam, but most of the light still points forward.  We clearly saw that when the Torch Lite was used in a closet in a previous example.

It’s pretty obvious that a very bright light is shining onto the Torch Lite and its surroundings.

Bell + Howell Torch Lite TV commercial – The BIG promotion!

Whew!

We’ve finally reached the end of the commercial and the big promotion.  The Bell + Howell Torch Lite costs only $10.  We can get a second Torch Lite just by paying an extra shipping fee ($5.95).

The TOTAL COST of the Torch Lite deal costs $21.90 ($10 + $5.95 S&H + $5.95 (S&H for the “free” Torch Lite)).

The website mentions upgrading to a more powerful version of the Torch Lite for only $10 more.  Naturally, there’s basically no information about this more advanced version of the light.  It makes you wonder which version the advertisers were showing us in the TV commercial.

FINAL THOUGHTS

The biggest question here is if we could trust anything that was shown to us in the TV commercial.

There were at least six or seven scenes where the advertisers were caught intentionally using extra lights to make the Torch Lite look brighter and more powerful.  That’s a powerful statement.  Obviously the Torch Lite is questionable if the advertisers have to mislead and lie to us.

We also saw some rather pathetic examples of the Torch Lite, such as the people using the light as a desk lamp when using a computer or writing on cards.  The same is true for the scenes with people dining outdoors and using the Torch Lite for light, and the peeps using it around a hot tub.  The advertisers weren’t even trying to be realistic.

Apart from that, the Torch Lite itself looks fairly interesting.  It has some good selling features such as the secondary flashlight, the magnetic base, having a hook to hang the light, and being adjustable and weatherproof.  It sounds like the Torch Lite coulb be a pretty handy utility light.

But the bottom line is how bright and powerful is the light itself, the main reason for buying the product?

The answer is unknown since the advertisers were not being honest in the examples.  They were at the opposite end of honesty.  To me, that tells me everything that I need to know.

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All of the Bell + Howell Torch Lite commercial images are screenshots of a TV commercial currently available on YouTube and the product’s website.  For more product information, please visit the company’s website at www.BuyTorchLite.com.

RellimZone.com is not affiliated with the Bell + Howell Torch Lite.