Goat or Gloat: OfficeMax

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Company: OfficeMax, Naperville, Ill.
Agency: Bailey Lauerman, Lincoln, Neb.
Market: Small businesses, purchasing officers
Quick chase: The wordplay headline's sentiment is friendly: Your company probably has a mission statement. Turns out our mission is to help your company's statement.” But it failed to pull us into the rest of the story that comes in the form of a burst of text that describes how the retailer can help a company save a buck. The lack of a visual diminishes the ad's stopping power.
Chasers' choice: Goat
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