Who’d have thought photocopier paper could be made interesting?
Paper’s a tough category to advertise interestingly.
Happily, the Reflex brand often manages it, including in this spot from agency OMG.
(Update: The video has been taken down as the campaign doesn’t officially launch until the weekend)
Removed – buggers.
This video has been removed by the user 🙁
I thought it was stationery not stationary – oh never mind
Can you put it back up now?
Just saw the TVC on the Reflex website.
Super lame doesn’t even begin to describe how bad this TVC is.
It’s soooo bad, it’s just bad.
Um, and the fact that you’re copier is jamming, and you have a room full of Reflex….
Doesn’t that just mean that Reflex is the offending paper – wrong paper??
Well done in promoting your own product.
Let’s just say that I’ve talked in-depth to paper consumers about that very issue with respect to this TVC. None picked up on it. I agree that taking a product that has been synonomous with PREVENTING paper jams for decades and literally shoving it into an execution where it CAUSES a paper jam is at best, confusing for consumers.
I think some will see this TVC and form an association between Reflex and paper jams, even if it’s at a sub-conscious level.
Viewed in isolation, I do think it’s a pretty good TVC and entertaining enough to promote Reflex’s diversification into the stationery market.
Whoops, I was thinking of a different TVC (that may or may not have been released).
The basic premise was / still is – your company won’t get Reflex, so your printer jams, so you get annoyed, so someone uses a fanciful means to “acquire” some Reflex from someone else’s stash.
Out-take is – don’t get annoyed, get Reflex.
It’s getting a little tired now though….
My research would suggest it works particularly well. Reflex is a pretty unique brand. Most nations don’t even bother with mark comms for paper; they just sell on price. Reflex has built an incredibly strong brand through its ATL support over the past 20 odd years.
Try to think of the last paper TVC you saw that wasn’t for Reflex? Double A is the only challenger and they barely outperform the generic Corporate Express / Officeworks type brands.
As I was alluding to above, it’s good to see Reflex leveraging the strength of their brand by moving into stationery products. It’s a natural fit, provided they get their executions right!