Cannot install windows 7 - does not go past product key

I have a brand new disk I bought this afternoon of windows 7.
I installed parallels and then the screen comes to input Product key. The dashes do not match my product key on the envelope it came in.
It does not allow me to move forward and install it.

Now what.

I put in the exact numbers off the envelope (product key) "Continue" is not lit so cannot go farther. Ridiculous
Windows Home Office Edition
(dashes added automatically) are in the wrong place

I am really not impressed at all. I need this to work.

 

Ok.. the product key is black text on dark blue sky and orange in 4 point text - going to complain to windows tomorrow. No human can read it. I had to take a pic with my iphone 4s and zoom in. Crazy to present a product like that. No wonder I hate that company. Next time I meet Bill Gates I will ask him to read it for me.

Installing now