Adnatomy: Staples Takes a Stroll Down the Nostalgia Aisle

The office supply store kicks it back to the '90s to promote business services

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When it comes to advertising, a great way to get your messaging to stick is a catchy jingle.

Staples took it up a notch with its 60-second spot “The Sign,” set to the hit Ace of Base song by the same name, tapping into ’90s nostalgia to remind customers that when it comes to making signs for their business, Staples is the place to do it.

In the latest episode of Adweek’s Adnatomy, we spoke with the brand, its agency and the talent to take us behind the scenes—and whether they plan to feature any boy bands in other upcoming campaigns to double down on the nostalgia.



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