Jonathan Isaac: Staples Brings TV’s ‘The Office’ To Life [Super Bowl 2013]
For anyone who has ever been paid to sit at a desk and pretend they’re a grown-up, this fake Dunder Mifflin ad for the brand's online division Quill.com will strike a chord.
More than a Super Bowl spot, this is a creative business idea that hacks the hysteria around the annual leather-egg-throwing-contest. Strategically, it’s all kinds of clever. And demographically speaking, there’s a 99.98% chance you won’t have seen it during the big game at all.
Quill.com, Staple’s online division, partnered with The Office to bring Dunder Mifflin’s paper products to the real world. Then a contest was launched via the Tongal crowdsourcing platform to create this TV spot. The winner, Freddy Rabbath from Tallahassee, was awarded $15k for his efforts, which, ironically, is what a glitzy ad agency would charge a client for a week’s worth of photocopying.