|Staples Unveils Back-to-School Commercial Starring Alice Cooper; 'School's Out' - Or Is It - For Veteran Rocker in New Ad Campaign|
FRAMINGHAM, Mass.--(BUSINESS WIRE)--July 8, 2004--Staples, Inc. (Nasdaq: SPLS) today announced that famed rock musician Alice Cooper will star in its newest back-to-school commercial campaign. The commercial, created by Minneapolis-based Martin|Williams Advertising, humorously utilizes Cooper's legendary anthem "School's Out" to support the company's 2004 back-to-school brand position as a one-stop, in-stock shopping destination for everything on school lists. The 30-second spot, entitled "Alice," is slated to air in select markets on July 19, with a national rollout beginning on July 26.
"Staples' back-to-school commercial takes the Alice persona and places him in an amusing situation that you wouldn't normally picture him in - shopping for school supplies with his daughter," said Shira Goodman, executive vice president of marketing for Staples. "It's the kind of imaginative advertising that Staples has long been known for - reinforcing our brand messages while bringing a smile to the consumer's face using empathetic humor."
The commercial depicts Cooper in the role of a father shopping for back-to-school supplies with his distressed daughter, who obviously is unhappy at the prospect of returning to school. What unfolds is a struggle that is familiar to most parents; however, this exchange incorporates the lyrics from Cooper's hit song into the plot.
"School's Out" was first released during the summer of 1972, and has become one of the most famous rock songs of all time. Cooper is currently touring North America in support of his latest album, "The Eyes of Alice Cooper."
Staples' 2004 back-to-school advertising campaign also includes a second commercial - which does not star Cooper - supporting the company's new "Give Back to Teachers" program. As part of this program, customers that spend $100 or more at any Staples store will receive a $5 savings card they can pass along to a teacher to redeem for classroom school supplies. This program will run from July 4, 2004 through September 18, 2004.
Both spots were created to highlight the company's brand promise to make buying office products easier for its customer. Staples' tagline "Staples. that was easy(sm)." was introduced in March 2003 as part of a national advertising campaign supporting this brand promise.
"Alice" was shot in New York and directed by Jeffrey Fleisig of Biscuit Filmworks. Fleisig has directed memorable spots for Diet Coke, Sprite, Saturn and Sony.
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 the US, Belgium, Canada, France, Germany, Italy, the Netherlands, Portugal, Spain, Sweden, and the United Kingdom. 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 www.staples.com.
CONTACT: Alan Taylor Communications