Crush, Coupland Explain Why Seratonin Levels Drop Inside Office Supply Stores (2)

This is the first of a promotion by Crush, Toronto for Douglas Coupland's new novel The Gum Thief, "a story of love and looming apocalypse set in the aisles of an office supply store."

We're going to take a wild shot in the dark and say the innocuous office supply is Staples, because use of the word staples, the brand Staples and the object staples has hit us a few times. Of course, we could be totally wrong.

The spots cover three elements: protagonists Roger and Bethany, and The Glove Pond -- a novel inside the novel.

Coupland narrates, Sons and Daughters having assisted with sound design. Each spot is dripping ennui, but in a funny way. We'd be receptive to reading the book, but mainly we want to sit around making staple animation. (See Bethany.)

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