Staples’ Button Thwarts Office Panic

BOSTON Staples on Jan. 1 launches a new campaign designed to showcase the ways in which the office supply chain helps consumers get organized.

Along with a new 30-second television spot from Interpublic Group’s McCann Erickson, the effort includes a downloadable “Easy Button” for computer desktops that lets users quickly access Staples’ Web site.

The ad shows an extremely disorganized office with towering stacks of paper and file folders. One employee mentions that his “Easy Button” (a novelty desk accessory available at Staples) is missing in the unruly mess of the office. Other workers offer their Easy Button to help locate their missing comrade. The commercial will mark the debut of Staples’ “This Is Your Year” marketing program.

“Organizing an office can be overwhelming—this spot uses humor to illustrate how Staples can be your Easy Button for creating order out of chaos,” said Shira Goodman, executive vice president of marketing at Framingham, Mass.-based Staples.

The client spent $75 million on ads last year and nearly $60 million through the first three quarters of 2005, per Nielsen Monitor-Plus.

—Adweek staff report