We at droppingjaws.com have been asking around the advertising and marketing community about the new “Staples” commercial that has been affectionately named “The Robbery”. The feedback that we have been receiving mostly deal with the blatantly mockery of the typical American family having their house being burglarized. With the FBI releasing that Fridays, the mid-morning hours and states in the south and west are the most popular times and places for bank robberies and the number of property crimes in the United States from January to June of 2010 decreased 2.8 percent when compared with data from the same time period in 2009. Property crimes include burglary, larceny-theft, and motor vehicle theft. (www.fbi.gov)
DroppingJaws.com sees the parody that Staples is implying but the method in which they chose to present this idea comes under fire from customers who may have been victims of a home invasion or have had friends/family that have been victimized. Webster defines a parody as a literary or musical work in which the style of an author or work is closely imitated for comic effect or in ridicule. Is there a fine line between marketing and mockery??? Even though the commercial hits the mark as far as that thieves want the best you have to offer, but to insinuate that purchasing a new computer could replace that fact that your house was burglarized is a tad bit much.
With criminals becoming more brazen in their acts by recording the burglary and uploading it on YouTube and robbing banks during the mid-morning hours. This commercial can be taken negatively by the average consumer for instance this commercial could detour a prospective from buying a new product in fear that it might be stolen by potential burglars. We at DroppingJaws.com understand that the purpose of marketing is to make a want a need, but this commerical seems to have forgoten this golden rule.