CHICAGO OfficeMax takes its popular "Rubberband Man" character to the playgrounds in a new back-to-school campaign from DDB here.
Teaser ads break Thursday on late-night talk shows. A 60-second spot shows the character wheeling a souped-up office supplies cart to various summer venues (beach, ballpark, lake), replacing items such as towels with school supplies like backpacks.
Similar to the commercial that introduced the eccentric character distributing supplies in an office last December, the spot is set to the hit, "Rubberband Man," by the Spinners. The ad also continues the tagline, "What's your thing?"
"Evolving 'Rubberband Man' for back to school was a natural," said Don Pogany, DDB Chicago group creative director, in a statement "The new back-to-school efforts take further advantage of [actor Eddie Steeple's] talents, as he tries to put a positive spin on the fact that summer is drawing to a close and the start of school is just around the corner."
Spending on the effort was not disclosed. OfficeMax, based in Cleveland, spent nearly $15 million on television advertising last year, according to TNS Media Intelligence/CMR.