What is the #1 thing you hate about your shredder?  The fact that it jams.

Fellowes gets that.  They make shredders that don’t jam.  They did a great job advertising that fact.  They even show you it in action.

I would love to see an advertisement where a man gets a paper jam and it throws off his entire day and makes him more irritable. The next scene would be his life with a Fellowes shredder.. he doesn’t get a paper jam (and therefore irritated) and has an amazing day (gets to lunch quickly allowing him to get the best seat in the house, no traffic on the roads, buys his wife flowers, etc.) This will show the viewer that Fellowes shredder not only prevents paper jams but makes you happier.