Officemax Gets Animated In New Back-To-School Spot

OfficeMax is targeting back-to-school shoppers with a new TV spot that broke nationally last week.
The Shaker Heights, Ohio-based office supply chain’s animated stick figure icon, “Max,” returns for a 15-second spot from Campbell-Ewald Advertising, Warren, Mich.
Unlike previous spots, the animation this time extends to Max’s surroundings as well. Instead of just pointing to and hopping over office supply items, Max is now able to manipulate them.
The chain’s themeline, “We go to the Max for you,” created by the agency in 1995, anchors the spot.
The office supply retailer may be planning to shift its creative direction with a brand-oriented TV spot in the fall, sources said.
…..–Tanya Gazdik