Staples has unveiled a new tagline, “That was easy,” which replaces the office-supply chain’s longtime tagline, “Yeah, we’ve got that,” created by Cliff Freeman and Partners in New York. The new line, from Omnicom’s Martin/Williams in Minneapolis, broke last week in two 30-second spots. The ads, which mainly target business users, are light in tone, presenting humorous scenes in which people learn that Staples stores have exactly what they need. Staples executives have said they want to focus more intensely on businesses rather than split their efforts between the b-to-b and consumer segments.
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