Humorous TV Spots Egg On Consumers
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Advertiser: Kinko’s
Agency: TBWA/Chiat/Day, Los Angeles
Challenge: Create a more accessible image for the office services chain by shifting the focus from office equipment to people and communication.
The Ads: A series of humorous television ads illustrate what business customers can do at Kinko’s. In one ad, a poultry farmer uses a colorful bar graph to show a flock of chickens that they aren’t meeting egg production goals. The consequences? The farmer shows the squawking chickens a picture of a bucket of fried chicken. In other spots, a man uses flip charts to convince his girlfriend that he is the perfect husband, and a football coach who can’t make the game uses videoconferencing to communicate with his team.
Comment: The process of making charts and graphs seems deadly dull, but the results can be momentous. In these ads, Kinko’s smartly develops that notion, using outlandish scenarios to show how routine tools can make important points. And the football videoconference ad hints at the range of services available at Kinko’s. $$$+
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