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.
Nick
Feb 2, 2010
Great. This spot perfectly encapsulates the old ad saying, “If you can’t fix it, feature it.”