Give me your violent crotch shots, your fairly non-committal anti-abortion football players, your math-is-hard girlies who cry into their tax forms.
The most offensive ad on right now? Office Depot.
The Attempt: Reframe the type of soulless big box that ran valiant small business out of town as the savior that empowers valiant small business to run the soulless big box out of town.
Thereby saving a small business.
Thereby rewarding the superior service and heart of the small business.
Thereby, perhaps, keeping the vitality of the town intact when that box shuts – and it’s portrayed as broadly cocky and callow so we know exactly how soulless it is.
The Brief: “we help hard-working small biz compete and win” or something like it. Just like Staples. Just like Office Max. (I know, I worked on Staples back in the day)
Been to a mid/small town’s main street lately? There’s probably an empty storefront, dollar/pawn/check cashing joint or half-drunk can of Venom energy drink where the office supply store once thrummed.
How did they sell this?
Why did they approve this?
Where else can I get toner cartridges?