Sharpie is launching a new ad push that says the felt-pen brand is a creative force in making ordinary things extraordinary. The Oakbrook, Ill.-based company, a division of Newell Rubbermaid’s Office Products Group, is positioning the brand as a tool for creative expression in the new effort, via Draftfcb Chicago.
The campaign — which comprises print, digital and broadcast ads — shows Sharpie markers adding color to things like protest signs, skateboards, electric guitars, jeans, motorcycle helmets, even hitch-hiking signs. Voiceover, with a British accent, asks: “What would the world be like without self-expression? There’d be no purpose, no passion, no putting it out there for everyone to see.” Tag: “Sharpie. Uncap what’s inside.”
The TV ad for the campaign started this month during the finale of “America’s Next Top Model” and will run through June, per the company. Season finales include ABC’s “Dancing with the Stars” and “Lost” as well as CW’s “Gossip Girl” and 15 cable networks including E!, VH1, ABC Family, TLC, HGTV, Lifetime, BET, MTV and more.