Staples Gets Entrepreneurial Spirit

Cliff Freeman Ad Targets Business Owners
NEW YORK–Cliff Freeman and Partners moves its Staples campaign from the office to the great outdoors in a TV spot which breaks nationally next week.
The ad looks to expand the office supply store chain’s target market from purchasing managers to entrepreneurs.
It opens with a businessman standing on a mountain top. A voiceover, backed by anthemic music, proclaims, “There is a new breed of business person who has decided to go it alone.”
He tosses his briefcase into the valley below, then his jacket, tie and shoes and drives away in an sport utility vehicle filled with Staples merchandise.
The spot cuts to a wooded area, where a dazed hiker sports a shoe imprint on his forehead. “What hit me?” he asks his companion. His buddy deadpans, “Wing tip.” The spot continues the tagline, “Yeah, we’ve got that.”
“The spot is an ode to the entrepreneurial spirit, but we also didn’t want to walk away from the Staples personality, which comes through at the end,” said Arthur Bijur, president of the New York shop.
Past ads used humor, playing up office relationships. Spending was not disclosed, but Staples in Westborough, Mass., spent $60 million from January to October last year, per Competitive Media Reporting.