If the purpose of a :30 television spot is to be memorable and to reinforce a brand's core promise of value, then this spot by Staples may be the best ad ever. Think about it – first you have a guy standing in a store branded to the teeth with the company's identity. Then you've got an excited customer screaming the brand's value proposition over and over. Add a couple of helpful employees, and throw in the number of products the brand carries – and bingo, a nearly perfect spot. 

Note: This does not mean that I think this is the best commercial I've ever seen. Rather, that when you get down to knuckles, advertising's supposed to do certain things. I also think that the old Chiquita Banana tagline ('Perhaps the World's Most Perfect Food') is pretty perfect too. Which is why I borrowed it for the title of this post. 

Jim is a father, husband, copywriter and founder of smashcommunications, llc. You can find him on Twitter @smashadv.

Scott Monty works for Ford? Right....
Brand is Still King

Jim Mitchem

Writer. Father to daughters. Husband. Ad man. Raised by wolves. @jmitchem on twitter. First novel, Minor King, out now.

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