Staples, You Got Back to School All Wrong

Dear Staples,

After seeing that you’ve brought back your ‘Back to School’ commercial from 15 years ago,  I wanted to write this note to tell you my thoughts on it.  As a member of your target audience, I have to be honest and tell you that I hate this ad.  Just to be sure that you know which one I’m talking about, here’s a copy of the TV commercial in question -

So what’s wrong with it?  Well, for starters, the last thing I want to hear during the summer season is a Christmas jingle.  This summer hasn’t been very summer-like, so using a song that reminds us that winter is just three months away is not something anyone would care for right now.  Of course, the bigger complaint I have with your commercial is how you present a father’s reaction to his kids going back to school.

You see, as a father myself, I’m not ecstatic that summer vacation for my kids is coming to an end.  On the contrary, I’m a bit saddened by the fact that they won’t be around as much as they are now.  I’m going to miss the bike rides we took in the middle of the day or taking them out to the various events and activities around the city.  I’m going to miss our trips to the beach where we’d build a city of sand castles and go hunting for sea shells.  And I’m going to miss our “Nothing days” where we’d just lounge around our house and watch a movie together with chips and popcorn.

Of course, the adult in me knows only too well how fleeting summer can feel near the end.  And I still remember as a kid how excited I was the day before school started of seeing my school-friends again, as well as being able to use my new school supplies.  Perhaps if you’d shown how parents can share and encourage that excitement by shopping for those new pencil cases and binders at your stores, you would’ve shown the more positive side of children going back to school.

Then again, maybe I’m in the minority of parents who are not eager to send their children off on those yellow school buses, who want to savour every last moment until the school bell tolls.

That is, after all, one of the perks of being a parent.

Sincerely,

My kids’ father.

Some other posts you may enjoy:

1. And Yet Another Summer Comes To An End
2. Father’s Day – Best Day of The Year
3. What Is The Value Of Homework?
4. Our Children’s Education – It’s About Time
5. The Magic of Halloween
6. Learning to Appreciate the Gifts That Come With Leadership

posted on August 17th, 2009 | 3 Comments » | Tags: advertisement, back to school, children, father, father-child relationships, school supplies, Staples, TV ad |