Staples Gets in the Game With 'Easy Button'

BOSTON Office supply chain Staples said it would air one of its humorous “Easy Button” commercials from Interpublic Group agency McCann Erickson during Fox’s national telecast of Sunday’s Super Bowl.

The 30-second commercial depicts a child in class who doesn’t know the answer to his teacher’s question; a cowboy wrangling a bucking horse; a father changing his twin infants’ diapers; and a surgeon performing an unusual surgery. In every instance, all hope would be lost if not for the appearance of the “Easy Button.”

The spot closes with a voiceover saying, “Wouldn’t it be nice if there was an easy button for life? Now there’s one for your business. Staples. That was easy.”

“Our first ‘Easy Button’ commercial received such a tremendous response that we decided to showcase it to the 145 million people who will be tuned in to the Super Bowl,” said Shira Goodman, executive vice president of marketing for Staples in Framingham, Mass.

The campaign from New York-based McCann kicked off last month and will include national, spot market and cable TV ads, as well as print, outdoor and online advertising.

The client spent $60 million on ads through the first 11 months of 2004, per Nielsen Monitor-Plus.

The average price of a 30-second spot on Super Bowl 2005 is approximately $2.4 million.

—Adweek staff report