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Staples Gets in the Game with New ''Easy Button'' Commercial

FRAMINGHAM, Mass.--(BUSINESS WIRE)--Feb. 2, 2005--In a major fourth quarter play, today Staples has announced it is in the game this Sunday. During the Super Bowl, Staples, Inc. (Nasdaq: SPLS) will showcase its new "Easy Button" campaign, which demonstrates how shopping at Staples is as easy as pressing a button. The campaign aims to bring Staples brand promise "we make buying office products easy" to life and support the tagline "Staples. that was easy.(SM)"

The 30-second commercial, entitled "Easy Button Launch," leverages the company's signature empathetic humor to depict a number of challenging tasks that appear to have no easy solution - 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 infant's 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 voice over that says, "Wouldn't it be nice if there was an easy button for life? Now there's one for your business. Staples. that was easy."

"The Staples 'Easy Button' represents an easy solution to the daily challenges businesses face," said Shira Goodman, executive vice president of marketing for Staples. "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."

The new campaign by McCann Erickson kicked of with the "Easy Button Launch" spot in January and is the first creative in an integrated cross-channel campaign. Over the course of the year it will feature additional national, spot market and cable television creative, national print, outdoor and online advertising.

"Our goal was to tap into the empathetic humor that consumers have come to expect from Staples, while reinforcing how the company makes buying office products easy," said Joyce King Thomas, chief creative officer, McCann Erickson, New York. "Developing the Easy Button concept to illustrate this brand promise led to a campaign that we believe will resonate with consumers for quite some time."

"Easy Button" was shot in Los Angeles by Moxie Pictures and directed by Frank Todaro.

About Staples

Staples, Inc. invented the office superstore concept in 1986 and today is the world's largest office products retailer. With 60,000 talented associates, the company is committed to making it easy to buy a wide range of office products, including supplies, technology, furniture, and business services. With 2003 sales of $13 billion, Staples serves consumers and businesses ranging from home-based businesses to Fortune 500 companies in 19 countries throughout North America, Europe and Asia. Headquartered outside of Boston, Staples operates approximately 1,600 office superstores and also serves its customers through mail order catalog, e-commerce and contract businesses. More information is available at


CONTACT: Staples, Inc.
Deborah Hohler, 508-253-8509
Alan Taylor Communications
Mike Costabile, 212-714-1280

SOURCE: Staples, Inc.