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Posts Tagged ‘Filip Engstrom’

Life No Longer Easy: Staples Changes Slogan to ‘Make More Happen’

I remember the Easy Button last being at all interesting about five years ago. People could actually buy a product that embodied Staples’ marketing strategy in Staples, some mixture of cool/scary meta-advertising that got old once you pressed the button more than 10 times. Staples has actually been running with “That Was Easy” for a decade, but McGarryBowen just retired it in favor of the less punchy “Make More Happen.”

Would you prefer your supply store to make things easy or to make more things happen? Rhetorical, but the rebrand is meant to change the perception of Staples as just an office supply store. The logo changed slightly, too, with the now-rotating “L” you can see in the new promo above that includes dog food, rain boots, paint brushes, etc. They sell dog food? Is this Staples or Walmart? It’s hard to tell. I’m not sure that’s a good thing, since Staples can’t do Walmart as well as Walmart can, but at least they’re trying to adapt instead of coasting down an easy route to irrelevance. Credits after the jump.

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Commonwealth Drives Out New Chevy Campaign During Grammys

John Cusack wants to know: “Why just go from A to B when imagination can take you everywhere?” It’s a valid question, especially coming from the guy who played Lloyd Dobler. Would  the boombox move from Say Anything exist with conventional thinking?

The tagline is the adspeak centerpiece of Commonwealth’s new Chevrolet campaign titled “Find New Roads.” The 90-second spot premiered last night alongside irresponsible tweets about Katy Perry‘s cleavage and Justin Timberlake‘s bad haircut. Chevy’s ad acts as a trailer for what’s to come, showing off the Volt, Spark, Sonic, Impala, and Stingray. There’s also a robotic pet dog and a doe interacting, which may be awkward symbolism for combining technology and nature, but we can just pretend that part doesn’t exist. The response thus far has been positive, and the ad already racked up a six-figure view count on Youtube.

It makes sense for Commonwealth to jump outside the box. The agency, which unites folks from Goodby and McCann, was born thanks to unconventional thinking from ex-GM CMO Joel Ewanick, who didn’t want to waste money on Super Bowl ad space. One could easily see “Find New Roads” debuting during last week’s game, but it didn’t have to compete with farmers and sloppy kissing noises. GM fired Ewanick last summer, but his auto agency and some of his ideas are still in play, apparently.

I guess he didn’t try the boombox move with GM’s senior leadership. Credits after the jump.

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