Avery (the label folks) are taking a run at one of 3M's core products…the ubiquitous Post-It note.
I like this campaign because the ads do a good job of differentiating the Avery products from the competitors, they demonstrate their use and advantages and the humor in the ads is directed in the right direction. That is, it reinforces the message rather than just being funny for the sake of funny. It's funny when the wife wipes out the guy's fantasy football board with the leaf blower and the Avery note is still firmly attached.
Sidenote: I'm growing weary of the male=doofus theme of our present society, but I'd better get used to it. Not sure what I'm talking about, start with this post from Michele Miller's Marketing to Women blog, Wonderbranding.
I think these ads, obviously targeted at women, will be enough to get people to grab an Avery product when they are displayed alongside the 3M product in a store.
Here's one of the Avery ads…the other two will be after the jump…