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Jmc articles OfficeMax turns to own office supply guy for inspiration By Theresa Howard, USA TODAY Ever wonder where advertisers get their inspiration? Sometimes
Submitted by joelewis on October 12, 2005
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OfficeMax turns to own office supply guy for inspiration
By Theresa Howard, USA TODAY
Ever wonder where advertisers get their inspiration? Sometimes it comes from months of market research or interviews with consumers about tastes, preferences, perceptions. Sometimes it's from social anthropologists people paid to observe and record social dynamics and consumer behavior patterns.
The Rubberband Man delivers all kinds of office supplies just when his colleagues need them.
Sometimes, a light bulb goes on while sitting around with feet on the desk, tossing makeshift basketballs at a wall-mounted hoop.
And sometimes inspiration can just be the person next to you. That's where Don Pogany, DDB senior group creative director, got the idea for the Rubberband Man character in the latest ads for OfficeMax. Rubberband Man, played by actor Eddie Steeples, is modeled after the ad agency's own service center coordinator, Keenan Linder, 29. And that's OK with him.
The character is the center of a signature commercial for a new OfficeMax campaign that started in January with the theme: "What's your thing?"
Rubberband Man gets his name from the big ball of rubberbands he has on his push cart, spinning like a disco globe. The song playing in the background as he happily cruises the cubicles, tossing office supplies to co-workers: Rubberband Man , a 1970s hit by the Spinners.
The ad, and two others in the campaign, tries to put some pizazz in a product category perceived as not having any.
"People think office supplies are very boring and mundane products," says Tom Russell, director of marketing for OfficeMax. "But we found whether it's a notebook, pen, highlighter or organizing system, they have to have a certain one. They feel passionate about it."
The ads and the storyline are a shift for OfficeMax: from ads mostly set inside stores...
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