Miracle Typecasting Via DDB

DDB Needham here is breaking its first campaign–and the first national ad effort for eight-month-old client AlphaGraphics.
The Tucson, Ariz.-based provider of print and digital publishing services positions itself as a performer of miracles in new television and print ads launching this week.
A 30-second spot and several shorter variations open on a secretary in heaven who screens frantic phone calls from people seeking divine intervention.
A series of pleas–“My daughter is marrying a musician,” “I’m on fire”–is processed quickly, but the receptionist informs other callers–“I need 1,000 digital color copies ASAP,” “I need 5,000 brochures printed by Monday”)–that they must look elsewhere for help.
The receptionist’s rejections segue into a voiceover that pitches AlphaGraphics as the one-stop solution for design, copy and print jobs that need to be finished on tight deadlines.
The campaign, which also includes direct mail and promotions, introduces the new tagline, “Design, copy, print, miracles.”
The campaign will place 2,300 prime-time commercials annually on nine major cable television networks through 1999, as well as full-page ads in People. Stations included in the buy are A&E, CNBC, CNN Headline News, Comedy Central, Discovery Channel and E!.
AlphaGraphics operates 330 retail outlets, including 76 international units. Its advertising was previously handled by The Richards Group in Dallas.