The spot, created by Y&R, New York, is part of Office Depot's broader “Smart” positioning campaign, which was launched last year.
“We did quite a bit of research to find the right positioning for Office Depot,” said Jeff Herbert, senior VP-marketing. “We were in the middle of what is being called the ‘Great Recession,' and we wanted to make sure we were communicating the right positioning for Office Depot.”
Herbert said that out of the research came the idea of “Smart.”
“There is an easy way of doing things and a smart way of doing things. We want to communicate the message that we enable small-business owners to be smart in the things they are doing,” he said.
The “Smart” campaign includes TV, radio, print and online.
The “Heroes” spot features small-business owners facing different business situations—such as a barber facing a discount competitor who opens across the street—and demonstrate how Office Depot helps them be smarter.
“We want to celebrate the ingenuity of small-business owners and how they go about addressing everything from competition to everyday business needs, and show how they stay nimble and get things done, regardless of the situations they find themselves in,” Herbert said.
The TV spot will run on broadcast and cable networks through mid-February to support the “back-to-business” time frame for small and midsize business customers, Herbert said. Additional executions will be rolled out later in the year.
Office Depot is promoting the campaign on its Web site, as well as a Facebook page at www.facebook.com/officedepot.