Newell Rubbermaid has begun a television push for Sharpie that touts the permanent marker brand as an affordable and creative buy in an economic recession. Ads for the brand break today.
Spots, via Draftfcb in Chicago, show consumers how to jazz-up everyday items. The push is called "Uncap what's inside."
One spot for the Sharpie Twin Tip shows how both ends can be used to decorate a pair of black-and-white Chuck Taylor sneakers. "Two tips, one marker. Opposites attract," a voiceover says, as the visual shows a sun and moon drawn on the pair of shoes. The ad then directs viewers to Sharpieuncapped.com.
The Web site includes an online community where users can share affordable and creative tips using Sharpie.
The client spent $9 million last year on ads, per Nielsen.