TODAY | December 28, 2013
>> the secrets of late night infomercials. are those products really worth more than entertainment value? consumer correspondent janice lieberman got a behind the scenes extreme.
>> i know they get you. over the top extreme selling infomercials seem unreal and even rigged. we were given filming access to one commercial right in the heart of mohave desert .
>> it's amazing mixing the power of air and water can do!
>> sthey sure do get your attention.
>> it has the strength to pull this 80,000 opinion hound tractor-trailer.
>> reporter: companies are pouring millions of dollars into the making of a spot that will hopefully make them millions.
>> and action.
>> the way we look at it. we need to sell a million units to break even . we sold 27 million sticks before. this product is much better and stronger. i love the purple. kind of pops on tv.
>> reporter: so how do you make an info smer halls about putty interesting and how do you prove its sticking powers are powerful? nationally, you have to pull a 747 in the middle of the mohave desert .
>> high production, information, is definitely not the future. the reality is we need tos plain stops and simple stops to believe it.
>> reporter: it's a 40,000-dollar gamble for a 30-second commercial.
>> if you can't do it in the parking lot of the federal trade commission you don't do the demo.
>> reporter: is it just entertainment or do people real believe it and buy it?
>> it has entertainment value but the entertainment value has to be real and the product has to really work and that translates into sales for us.
>> reporter: is this demo real?
>> what we did we hooked up the hook to the tow bar . two plates of the putty. what we do now is lift this up to look -- we want to see the line of the chain, is it straight?
>> come on!
>> come on, baby. can you move it?
>> reporter: no.
>> this happens to be a product that has strength. one of the things we want to do to tell people if it's strong enough to pull 300-ton pound 737 you can use it in your home.
>> reporter: just eight seconds of this video, but will it fly with consumers? they are banking on it. it's do or die! how mighty is mighty putty .
>> it has the strength to pull this!
>> reporter: the makers hoping this proof will "stick" with the consumer bringing in mighty bucks for mighty putty . experts say that only go so far when it comes to selling a product. the product has to perform but this was something to see. putty pulling a plane in the most javy desert. this was really an -- usually.
>> but it was real, you saw it?
>> it was not rigged. it was real.
>> that is cool. sometimes the commercials aren't what they appear to be.
>> according to the ftc, if they can't do it, then