Douglas Coupland 'Roger' by Crush, Toronto

Douglas Coupland's 11th novel is being promoted with an extensive viral campaign, featuring a total of nine clips, all narrated by Coupland himself.

The ads were created for Random House Canada by production company Crush Toronto and have been seeded on websites such as YouTube.

The clips are divided into three parts, with the settings all relevant to passages in his new book, entitled 'The Gum Thief'.

The soundtrack features Coupland reading excerpts from his new novel, which finds the Canadian writer on familiar territory: the workplace and its myriad daily banalities and insanities.

The workplace in question is Staples, the stationery retailer, and the viral film shown here is set in one such store.