The Brandcast

Has anyone else enjoyed watching the recent ad battle between Staples and Office Depot? Let’s face it–there is no discernible point of differentiation between the two–or Office Max, for that matter, who seems reluctant to join the media battle currently raging between the ‘easy button’ and… the box with the hand in it.

If one were to view these respective websites, or visit the trio of office retailers, (aside from brand standard colors) I doubt anyone could pinpoint anything truly specific or unique about one chain over the other. And if there are any unique attributes within one chain, not one of them has done a good job communicating what that might be.

It seems, though, when company has nothing new to say, their creative turns to singing. Music can be an effective element–when utilized as an underscore, or when a once popular song is converted or edited to reflect the ad’s main message. But more often than not, most jingles are just plain annoying.

Remember Office Depot’s first musical accoutrement? Likely, they paid a decent amount of money for the licensing rights to “Taking Care of Business” by Bachman-Turner Overdrive, several years ago. But the chorus of that song was catchy and familiar, and it made sense.

A confusing situation, though, is that this song title is still Office Depot’s tag line, despite their new “Whoa-ooo Office Depot… let us give you a hand…” jingle, which stars Thing, the severed hand from the Addams Family TV series, popping out of a box, from which it gestures wildly along to the music.

All music and hands aside, the most ineffective thing about this latest effort, is that it clearly mimics the messaging of Staples: ‘we’re an office supply store that makes things easier for you and you business.’

So what? So do the other two.

As it stands, I don’t dislike their latest effort, but I’m not compelled by it, either. The next time I need office supplies, I’m going to whichever place happens to be closest to the rest of my errand destinations.