Office Depot, according to Stuart Elliott the ad writer for The New York Times, will be conducting an anti-bullying, back to school campaign this summer, using a boy band called One Design (or some such, JKJK). The grab-all idea is: “Live. Love. More” — as in “Live kind. Love everyone. Move together against bullying.” I’m not into 3 word taglines or ideas and the ones that require 8 more words to explain are even more perplaxing but I do love causes. Unfortunately, using causes as a way to break through with your advertising is a fairly common mistake. They are easy to talk about, easy to surround with quotes, advocates and a powerful narrative. Often though, they are off the brand plan and only slightly tethered to sales — if at all. Plus they are kind of transparent.
That said, bullying is bad so let’s hope this campaign works. The creative idea is a montage too far. It’s almost ad-silly. The idea would be best boiled down to “Live Kind.” I don’t think Lance would mind (not Lance Stephenson). You see, if you “live kind,” then you probably try to love all and shun bullying. Live kind is memorable. Familiar, yet unique. It’s also a baby step, not the whole enchilada.
This campaign is more for parents then kids, I get it. And like aroma therapy, it may provide a nice glow for the brand. Were I the brand manager, however, I’d do this through the PR group and use my ad dollars to de-position Wal-Mart, Office Max and Amazon. With a kick-ass, 360 retail effort – trotting out some mobile and twitch point planning tricks. Peace.