Standout Features:
- Use of product in action
- Upbeat music and modern tone
- High-quality, detailed imagery of the product
This Staples video ad by Veteran Made features artist Stephen Wiltshire demonstrating the ProGel® Pen. Viewers watch as Wiltshire impressively recreates a complex cityscape from memory, using only the pen. The ad uses this creative display to highlight the pen's smooth ink, comfortable grip, and fine precision for professionals and artists.
A central part of this creative video is seeing the ProGel Pen used in a real-world, demanding task. As Wiltshire sketches the detailed cityscape, the pen’s ability to produce fine lines and intricate details clearly shows through. Showing the pen as an artist's tool effectively demonstrates its versatility — positioning it as more than a simple writing tool, but one suited for precise work.
Complementing this visual demonstration is a funky, upbeat music track. The music adds energy that matches the fast-paced drawing and helps establish a modern, creative tone for the product. This pairing of contemporary visuals and an energetic soundtrack suggests the ProGel Pen fits well with forward-thinking, creative work.
The ad also incorporates clear close-up shots of the ProGel Pen itself. These shots allow viewers to see specific features like the smooth ink delivery system and the ergonomic shape of the grip. Focusing on these tangible details reinforces the message that the pen is built for performance and precision tasks.
Staples’ ProGel Pen ad successfully communicates the product’s precision and versatility. It combines a compelling artist demonstration, an energetic soundtrack, and detailed product shots effectively. Showing the pen perform under demanding conditions builds credibility for its quality features.
