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Staples Goes Back to School

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CHICAGO Staples positions itself as a quick option for back-to-school shopping with a new television spot from Martin/Williams.

In the 30-second commercial, which will break next week in early back-to-school markets and begin running nationally on Aug. 4, a mom uses a cardboard cutout likeness as a stand-in at her daughter's soccer game because she's too busy doing back-to-school shopping. While continuing "That was easy" as a tagline, the spot's theme is: "Back to school. And on to the next thing."

In addition to the TV ad, the theme will be carried on all Staples back-to-school promotional items, including in-store signage, circulars and online ads. As part of its initiative, the Framingham, Mass., retailer will set up back-to-school supply centers where customers can get all their materials in one place. Shoppers also will have access to more than 50,000 classroom supply lists.

Spending for the effort was not disclosed. The Minneapolis agency won broadcast creative duties on the company's $70 million advertising account last July.