Staples is taking advantage of O.G. Anunoby’s deadpan personal style and tendency to take things literally to position itself as a tech leader for hybrid work.

The retailer’s new campaign is a four-part series of videos in which Anunoby takes a coach’s directive to “make the paint your office” literally: he heads to Staples and furnishes his own court into hybrid office, OG Corporation, complete with printers, headphones and ring lights.

Eventually, a basketball court is filled to the brim with office equipment.

This is the second year of Staples’ Raptors sponsorship. The first year featured another episodic series where coach Nick Nurse incorporated Staples products to be more productive. “Make it My Office” is the next step in building on the campaign, but is centred on hybrid work, as it befits the times, says Dave Mazzone, VP of marketing, at Staples Canada.

“One of the things we want to communicate is that we are an absolutely formidable tech retailer,” Mazzone says.

According to Mazzone, activating during the NBA season helps the retailer fill a strategic gap in the marketing calendar, as it typically will advertise most heavily around back-to-school. Teaming up with the Raptors also has the benefit of crossing demographics, more skewed to Gen Z and millennials, a solid opportunity to connect with a younger audience, Mazzone adds.

The four “Make it My Office” ads will air on NBA TV Canada during Raptors games, as well as on TikTok and YouTube. Mazzone tells strategy the brand is also considering putting this on linear TV, because of great fanfare and reception thus far and fans being responsive to the idea.

Contesting is typically a more prominent part of how Staples markets, and it is also running a “Make it My Office” contest available on the Raptors app until April 9. Fans across Canada will have the chance to win four Staples gift cards worth $1,250 to “make their own office dreams come true.”

“Make it My Office” was strategically led by Staples’ and the Raptors’ in-house teams. The buy was done internally with Jungle Media’s support.

Last year, the Staples back to school campaign featured comedian Howie Mandel, and brand health research reveals that the company is really benefiting brand ID and recall from that team up, Mazzone says. The association with the America’s Got Talent judge helps generate mass appeal for the brand, much like the Raptors association.

Ad spend on this campaign is considerable, but “not at the level of a Howie spend,” Mazzone notes.