Martin/Williams Bows First Work for Staples

CHICAGO–Martin/Williams continues the humorous approach laid out by its previous agency in its first work for Staples.

Two spots breaking this weekend depict people apologizing for creating delays. One is a highway gawker, while the other is the woman behind the voice on a telephone voicemail system. Both the characters apologize for the delays they create and suggest the Framingham, Mass., retailer as a time-saving solution. “Get back time. Go to Staples,” offers a voiceover in both spots.

The Minneapolis shop won creative duties on Staples’ $70 million account in July after a review. The company’s previous agency was Cliff Freeman & Partners in New York. The shop had created humorous spots that used the tag, “We’ve got that.” The tag does not appear in the new work.