Meijer's very funny back-to-school spots, in which kids are ecstatic when Mom brings home pens and notebooks, and pencils are great for sticking up your nose, call to mind Cliff Freeman's great work for Staples, and DeVito/Verdi AD Vincent Tulley nobly points this out without even being asked. "We considered Staples' 'Wonderful Time of the Year' the gold standard in back-to-school spots," he says. "Our challenge, however, was to focus on price as the main message, as opposed to what Cliff did, sticking it on the end. While that Staples spot will probably never be beat, we were happy to get spots out that are fresh, fun, smart and all about price."
Client: Meijer Agency: DeVito/Verdi CD: Sal DeVito ADs/CWs: Brad Emmett, Vincent Tulley, Wayne Winfield Agency Producer: Barbara Michelson Director: Jeffrey Fleisig/Biscuit Filmworks Editor: Jerry Fried/Red Car