Office Depot Inc. is giving Dilbert a new job by putting the overworked, undervalued cartoon character to work in a $30 million TV ad campaign to be launched Thanksgiving Day.
The ads will feature two firsts for Dilbert - animation and a voice.
The idea behind the campaign for the office supply chain is to contrast the irrational, unfair and arbitrary office world of Dilbert with Office Depot’s organized atmosphere.
“With the frustrating idiosyncrasies of office life today, Office Depot is saying that it brings convenience, logical structure and value to its consumers,” said Marc Wyse, chairman of Wyse Advertising of Cleveland, developer of the ads.
The Dilbert comic strip by Scott Adams is carried in 1,700 newspapers in 51 countries. Adams has also written three Dilbert business books.