WOW! That’s a Bad Commercial!

Company: Staples
Aired: Jan-Mar 2010
Channel: FOX, ESPN, TBS
Appeal: Humor, Exaggerated Statement


With over 2,000 stores scattered across twenty-seven countries, Staples has become the world's largest office supply store. Thomas G. Stemberg came up with the idea for Staples in 1985, while working on a proposal for a different business. He needed a ribbon for his printer, but his local supplies store was closed. A frustrated Stemberg decided on a business idea for an office supply superstore that would prove to be more reliable than a small local dealer. With his man’s aggravation, Staples was born!

A couple of ads I’ve seen too many times are about a man’s amazement on Staple’s low prices. Now many of you are nodding your heads because you know exactly which commercials I am referring to. If not, check it out.

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When I first watched this one back in January I thought it was entertaining. When the man first shouts, “WOW!” I was immediately looked up at the screen. His voice definitely grabs your attention. Similar to the Head On ad I loathed, he continues to scream the same thing throughout the entire thirty-second spot. My favorite line is when he says, “Hot Diggity Dog!” This guy is obviously insane along with the Staples employees. If I worked there and saw a man acting like this I not only would call security but also suggest they bring a straitjacket. Two months later and Staples aired another commercial with the same actor and premise. Enjoy!

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This ad features another customer who is annoyed by this man’s crazy antics. He jumps each time the man yells. This character finally gives the viewer a chance to see how a normal person would react to the situation. (Not Mike The Situation- yes I too think of him every time I hear those words together) These ads just do not cut it for me. Yes they are memorable and the original one got enough publicity that Staples decided to build on that idea, but they are annoying. Annoying advertising can often be quite effective. Whether for good or bad reasons, if you remember, think about or even talk about the commercial ever again, the ad was a success.

I give credit where credit is due; one Staples commercial I absolutely love is their back to school ads.

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This is a tremendous marketing concept that really appeals to parents. The ad begins with the Christmas song, “It’s The Most Wonderful Time Of The Year” as a grown man frolics down the aisle pushing a shopping cart. His two children slowly follow with their heads down. The father shows his son and daughter each item as he throws it into the cart. The camera then pans over to the children’s gloomy faces. Simply a classic commercial that I feel hasn’t gotten the amount of attention it deserves.