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Academy Awards® Audience in Fictitious "Branch Market" Will See New Real Ad
LINCOLNSHIRE, Ill., Feb. 21, 2013 /PRNewswire/ -- Following its popular big-game ad, Quill.com, a leading business-to-business office-products provider, will air Dunder Mifflin's second-ever commercial in Utica, NY during the Academy Awards® broadcast on Feb. 24.
Dunder Mifflin's big-game ad, "Paper War," aired only in Scranton, Pa., where NBC's "The Office" is set. It received nearly one million views online, in addition to more than 300 million media impressions. Utica, where the new ad will air, is the location of one of Scranton's rival Dunder Mifflin branches on "The Office."
"Running a big-game ad only in Scranton seemed like a very 'Dunder Mifflin' thing to do," said Paul Bessinger, Director of Innovation for Quill.com. "We were overwhelmed by the enthusiasm of both the Scranton market and fans all over the country who sought out the ad online, and Hollywood's biggest night seemed like the perfect time to share another great ad with another great Dunder Mifflin branch market in Utica."
As with the big-game spot, the new ad was created via the Tongal crowdsourcing platform by Denton, Texas-based Snap Brothers Productions. The ad, dubbed "The Battle," was selected by a panel that included executives from Quill.com and NBCUniversal, as well as the executive producers of "The Office."
Both "The Battle" and "Paper War" can be viewed online at http://www.quill.com/dundermifflin.
Quill.com began offering Dunder Mifflin paper in late 2011 through a licensing relationship with NBCUniversal. The paper quickly catapulted into the top 5 of Quill.com's 100,000 SKUs, inspiring a line extension late in 2012 that included Sharpies, Self-Stick Notes (yellow and assorted colors), premium facial tissue boxes, coffee cups, storage boxes and legal pads. The new products, which began shipping in December and January, are currently available at www.quill.com/dundermifflin.
"We are excited for this additional viewer-created spot to be released for the fans to enjoy," said Kim Niemi, Senior Vice President, NBCUniversal Television Consumer Products Group. "We're looking forward to bringing a unique slice of the red carpet to Utica."
Founded in 1956 and headquartered in Lincolnshire, IL, Quill.com serves the needs of over a million small to medium sized businesses. As a premier business to business office products provider, Quill.com sells everything from paper and ink and toner to cleaning supplies and technology with 24-hour-a-day access to more than 100,000 business essentials. Introduced in 1996, Quill.com was one of the first successful Web sites launched in the office products industry and has been a wholly-owned subsidiary of Staples, Inc., since 1998.
About NBCUniversal Television Consumer Products Group
NBCUniversal is a leader in providing entertainment programming to the domestic and international marketplaces. NBCUniversal Television DVD, Music, and Consumer Products Group manages all global ancillary television business endeavors for the NBCUniversal Television Group, including third-party home entertainment distribution, consumer products, musical soundtracks, special markets projects and the NBCUniversal Online Store. For the latest product updates and an overview of the properties managed by the group, visit the NBCUniversal Television Consumer Products portal at http://nbcuconsumerproducts.com.
About "The Office"
From Deedle-Dee Productions, Reveille and Universal Television comes the multi-award-winning comedy series "The Office," the hilarious documentary-style look into the humorous and sometimes poignant foolishness that plagues the world of 9-to-5 in the half-hour. A fly-on-the-wall "docu-reality" parody about modern American office life, "The Office" delves into the lives of the workers at Dunder Mifflin Sabre, a paper supply company in Scranton, Pennsylvania.
"The Office" is executive-produced by Ben Silverman, Greg Daniels, who developed the series for American audiences, Ricky Gervais, Stephen Merchant, Howard Klein, Paul Lieberstein, Brent Forrester and Dan Sterling.
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