Quill.com Releases Dunder Mifflin’s Big-Game Ad
First “real” ad for once-fictional brand will air in Scranton February 3
LINCOLNSHIRE, Ill. -- February 1, 2013
Quill.com, a leading business to business office products provider, will air
the first-ever commercial for the once-fictional Dunder Mifflin brand from
NBC’s “The Office” during the big football game on February 3.
The spot, “Paper War,” was created via a contest on the Tongal crowdsourcing
platform by Freddy Rabbath of Tallahassee, Florida, who won a $15,000 prize
for making the winning ad. The selection committee included the executive
producers of NBC’s “The Office” and executives from Quill.com and
The spot can be viewed online at: http://www.quill.com/dundermifflin.
“Dunder Mifflin products allow people to bring a piece of ‘The Office’ to
their office, and this spot shares that in a very unique and very funny way,”
said Paul Bessinger, Director of Innovation for Quill.com.
Quill.com began offering Dunder Mifflin paper in late 2011 through a licensing
relationship with NBCUniversal. The paper quickly catapulted into the top five
of Quill.com’s 65,000 SKUs, inspiring a line extension late in 2012 that
included Sharpie pens, 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.
The 30-second spot will promote the entire line, air in Scranton and go wide
via extensive social-media and public-relations initiatives. Scranton viewers
will see it live early in the big football game’s third quarter.
“This is not a typical crowdsourcing campaign, because the ad must live up to
the very high standards that ‘The Office’ has set over the past eight years,”
said Kim Niemi, Senior Vice President, NBCUniversal Television Consumer
Products Group. “The show’s producers insisted that the ad be true to the
spirit of the show in a manner that was completely original, and we’re proud
of the outcome.”
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 65,000 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.
Quill.com is committed to supporting breast cancer research. In addition to
raising money during the month of October, they also offer a full assortment
of pink products all year long, with a percentage of those product sales being
donated to this cause. In the fight against Breast Cancer, Quill.com has
raisedmore than $600,000 since 2006.
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
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.
Rachel Gillman Rischall, 312-577-1759
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