As professional marketers, we suffer from an inability to enjoy advertising campaigns for their entertainment value. We dissect them, we analyze them, we try to identify the target, the USP, and the objective. It’s unfortunate, but it comes with the territory.
I have a friend who is a director. He can’t just watch a movie and enjoy it. He sees the camera angles, wonders why the director chose to linger on that long shot, and his eyes are drawn to the scenery to try to figure out how it was built.
And so, week after week, month after month, I stare at the campaign for W. B. Mason with complete disbelief. I don’t get it. At all.
The retro roaring 20’s theme has a supposedly dashing man with an over-the-top fake mustache as the hero, swooping in to save the day — with office supplies. Now, a group of kids has been bought into the W.B. soup and my head just wants to explode.
Aside from the fact that these ads are annoying, awfully cast, and poorly produced, there is a more important concern: Who is the target of this campaign?
Is it moms? Administrative assistants? Small business owners? Regardless, I’m not sure if there’s anything in these commercials that would appeal to any segment of even this extremely broad target audience.
This image that W.B. Mason has relentlessly rammed down our throats leaves the impression that the company is anything but hip, and that they are incompatible with a modern-day office. W.B. is goofy, old-fashioned (not in a cool way) and completely out-of-touch.
That impression is something that doesn’t go away. In fact, when I saw the W. B. Mason truck making a delivery to my own office, I was actually disappointed that their truck was in my parking lot. I contrast their brand with the image so carefully crafted by Staples. Once seen as a sleepy little specialty office supply company, Staples is now the the state-of-the-art image leader in this category. They get it. Their “easy” positioning works at every level. Here’s a recent back-to-school savings ad that wraps itself in the “easy” message:
Not as clever as their back-to-school ad from a few decades back:
But it still works and speaks directly to a segment of their target audience (moms) in a way that resonates with them.
And so, I offer an incentive: I’ll pay $100 to anyone who can explain to me, to my satisfaction, exactly what the W.B. Mason campaign is trying to accomplish, and who the target is intended to be.
Here are the rules: I am the sole decision maker. If you convince me that the campaign has a real goal and objective that makes business sense, I’ll pay. No joke. I just need closure to be able to move on.
I’ll publish the winning entry right here. If there is no winner, I’ll keep my money and go spend it on office supplies — at Staples.
Peter
27 Sep, 2012 - 16:26 pmThis is easy. The WB Mason marketing department caved in to their kids desire to be on TV. So they created an ad that would feature their own children and those of close freinds. It has nothing to do with WB Mason and everything to do ego. Based on what Macaulay Culkin is doing today I would recommend against this.
BTW – The back-to-school Staples ad from years ago is still brilliant.
AdGirl
28 Sep, 2012 - 11:59 amI think they are trying to reach moms and office managers by using kids to appeal to them. As a mom, I can say: doesn’t work for me.
Billybaroo
05 Oct, 2012 - 10:16 amThis is simple. While competing against the large “big box” stores W.B Mason has been buying media from the secondary market. You see margins are tighter than ever, the company recognizes they need to keep their name out there one way shape or form. Otherwise they are perceived as waiving the white flag! Everyone needs street credit! Just different budgets!
Most people do don’t really care “who” they buy paper clips and pen’s from. W.B recognizes this.
As opposed to a marketing company W.B relies on sales people to spread the word and badger prospects into buying there goods. This strategy is called Sales focused Marketing. No frills just straight up prospecting and closing!!!
I imagine its hard for a advertising guru like yourself to recognize this strategy. Some Advertising professionals view sales people as over paid, undereducated golf professionals.
This relationship between marketing and sales is not expected to be resolved! It goes back to the days of when the first cat met a dog.
As for the secondary market: there is a repository of old never selected advertising campaigns. They are million dollar ad’s that were never ever selected. Kind of like “the land of the misfit toys” or the sale rack at your local retailer.
It’s pretty easy to retro for your message in someone else’s idea!
Please donate my winnings to ” sales respect ” po box 0081 Rochester NY.
Retired Mad Man
06 Oct, 2012 - 20:56 pmBILLYBAROO – Maybe you can use some of your winnings to buy yourself a clue about marketing. “Secondary markets”? “Relies on sales people to spread the word”? W.B. Mason spends a ton on advertising and sponsorships. They are the “Official Office Supplier” to the Baltimore Orioles, the Boston Red Sox, the Boston Bruins, the Philadelphia Phillies, New York Yankees and the New York Mets. They sponsor the post-game show after Red Sox games on NESN, the Mets post game show on SNY, the Yankees postgame show on YES, and the two-hour condensed replay of Yankee games on the YES Network. W.B. Mason also has its corporate logo prominently displayed in all four teams’ home ballparks: Oriole Park at Camden Yards in Baltimore, Citizens Bank Park in Philadelphia, Yankee Stadium and Citi Field in New York, and on the Green Monster at Fenway Park in Boston. Salespeople are necessary, but advertising is essential when you are up again national big-box powers like Staples.
MASCOLA – I agree that the target for this campaign is a bit murky. My only guess is they have some market research showing that a majority of the folks in charge of ordering office supplies in their target markets are slightly older moms or young grandmothers (35-54), for whom this ad would resonate.
Paul Besmertnik
12 Sep, 2013 - 11:10 amYour pretty clueless. This is an ad campaign directed at those that watch baseball game in the NE, moslty males. Ads are witty, unique, and they stick in your mind. They.ve been going for several years accompanyed by large billboard ads in the stadiums. Id say they work very well
Now send me a check for $100
willy
14 Sep, 2013 - 14:51 pmHey there, I thought I’d take a stab at this. I believe their goal is to perplex it’s audience. it’s easier and less expensive to have a cheesy ad rather than a brilliant one. And this unfocused car wreck approach actually sticks in people’s minds and they know it. Sort of like Miley’s twirking. It’s not appealing and downright disturbing, but you have to watch. “What dumb thing are they going to do next”?
People talk about the ads…that is more than a home run in their minds. Because there are thousands of good ads that no one ever remembers or talks about…but a wb ad? People remember, even if its for the wrong reason, they succeeded in their mission!!! And knowing they do have the financial wherewithal to produce great ads is confirmation that this is the only possible conclusion!
Jaye
20 Dec, 2013 - 14:26 pmI believe the reason W.B. Mason runs ads like these is the ploy that flashing words and quick images are almost like subliminal messaging. It replicates when movie theaters used to play concession cartoons before a movie or while a film was playing an image of popcorn would pop-up and disappear quickly.
It is usually something super catchy or totally obnoxious that sticks in your mind. And although this commercial was horrifying, annoying and seemingly pointless, not only will YOU never forget it, most people would recall the company name.
Think about it like this, it stayed with you so much it sparked you to run a contest.
That is memorable!!
Dawn
08 Jan, 2014 - 00:29 amI think some idiot felt that it would bring back some weird 80 yr. old ceo to his childhood as it takes on a leave it to Beaver tone including the loud voiced overacting.
Apparently they must feel that the wealthy companies consist of nothing but dumb old farts that are riddled with dementia. That moustache targets the ex pornstars from the seventies.
The kids are a stupid ploy to get business from educational systems.
My guess is that they are to cheap to hire a professional advertising agency and it is what “in house designers” bring to the table.check out the clip art looking moustache dude on the trucks and other propaganda. This is the worst advertising campaign I have ever seen… Truly obnoxious.
Mitch
12 Sep, 2014 - 09:09 amI just saw this; the ad is a parody of a Little Rascals episode. In the episode the kids put on a show to raise money. But they included every kid in the neighborhood except Froggy. Froggy had no money to buy the lemonade and the whole thing was a loss. I would submit to you that since I recognize the reference instantly I am probably their target audience. The next logical question would be who /what am I? I was born in 1971, I have a BS and am in charge of operations and plans for an American infantry Division. That’s about 16,000 people. We use a lot of office supplies but use the Federal Acquisition system for most of our purchases. I am authorized to purchase things on our credit card, but it gets complex. I actually have my lawyers review purchases before they are executed. My point is: I have a lot of peers in the WB Mason footprint. They have much more leeway on purchasing and perhaps that is the target audience.
Tony
28 Apr, 2015 - 21:11 pmLate to this thread. I don’t get why they’re even a sponsor. Has to be some sinister grandfather clause cause they rule the Yankees. Cheesy office supply outlet for chrissaakes. Your money is safe cause I can’t explain who the demos are