Office Supplier Rings School Bell

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

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

In addition to the 30-second commercial, the theme will be carried on all Staples back-to-school promotional items, including in-store signage, circulars and online. As part of its initiative, the Framingham, Mass., retailer will set up back-to-school supply centers where customers can get all their supplies in one place and allow customers to access 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 account last July.