Dollars for Scholars

Publicis in Mid Amer ica takes a humorous approach in its back-to-school effort for OfficeMax, which centers on a college-scholarship sweepstakes.

The campaign includes a 30-second TV commercial that breaks nationally today.

In the spot, a mother and daughter push a shop ping cart through one of the Cleveland-based office-supply chain’s stores. The daughter rattles off a list of college supplies she needs as the mother gathers the merchandise, responding, “Check,” to each item. The girl then says, “College education,” and the mom deposits a tweedy professor into the cart.