The New York Times this week features a new series of videos created by Eric Mower + Associates for Domtar as part of the award-winning PAPERbecause campaign. Each week, advertising columnist Stuart Elliott profiles a national ad campaign online and in his weekly In Advertising newsletter. Read the Campaign Spotlight here.
The new 30-second spots mark the third wave of “Really, Really Short Films,” which take a humorous approach at highlighting the irreplaceable value of paper. While the first two series of videos featured satirical office settings and exaggerated pressures to go paperless, the new ones bring comedy to everyday situations. “The plots seem familiar at first, but then take twists meant to underscore why paper still has value,” wrote Elliott.
The spots, which can be seen on www.youtube.com/paperbecause, include:
- “Anniversary” A husband disappoints his wife on their anniversary by choosing to send an e-card instead of a paper card with a handwritten note.
- “Bridal Shower” A woman at a bridal shower receives a hideous vase, but she’s relieved once she locates the receipt, showing how paper can make any gift the perfect gift.
- “Tech Support” A man using his home computer can’t get his new router to work because there are no paper instructions, and he cannot log on to download the PDF.
- “Waiter” A waiter at a restaurant butchers his customers’ orders by not writing them down.
The videos will appear as ads on major online media outlets including The New York Times and National Geographic. They’re also on PAPERbecause.com, Domtar.com and Facebook.
Since Domtar unveiled the EMA-created PAPERbecause campaign in 2010, it has earned numerous awards and recognition from marketing, paper, printing and graphic design organizations and publications. The campaign won Best of Show at the Business Marketing Association (BMA) of New York City ACE Awards; three awards from the BMA’s B2 Awards; and awards from the Association of Independent Creative Editors and the Printing Industry of the Carolinas. The Graphic Arts Show gave Domtar its “Positively Print” award in recognition of the variety of ways print effectiveness is being promoted through the campaign.