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Santa's Elves Get a Little Help In Digital Imaging with Staples Easy Button(SM); New Commercial Highlights that Even the Gift Experts Need Assistance When it Comes to Holiday Shopping

FRAMINGHAM, Mass.--(BUSINESS WIRE)--Nov. 15, 2005--The modern-day Santa's workshop is a busy place during the holidays, and when it comes to digital cameras even the elves can use a little help. On Sunday, Nov. 20, Staples will launch a new holiday commercial leveraging the company's Easy Button(TM) to showcase how Staples makes it easy to get all your digital photography needs.

"Even Santa and his elves can use a little help when it comes to technology," said Shira Goodman, Staples' executive vice president of marketing. "This spot depicts how Staples can truly be your Easy Button by making it easy to shop for digital imaging products."

This holiday season, Staples offers the widest selection of printers, cameras and accessories to meet a myriad of needs from novice to expert. When customers purchase any digital camera at Staples, they receive a free copy of Staples exclusive Digital Photo Protection Kit ($48 value). The Kit eliminates the worry of losing digital images to a computer crash, stolen laptop or even a natural disaster. When photos are downloaded on to a computer, they are automatically uploaded and stored to a secure web site or can be copied on a DVD or CD.

The 30-second television commercial, titled "Assembly Line," uses Staples' signature empathetic humor to demonstrate that even "Business Santa" and his worker elves can use a hand with digital imaging products. The ad features Santa's elves trying to build digital cameras from scratch using oak and "megapixel dust." The elves are working diligently but have been unable to capture an actual picture on their homemade cameras - although they did draw one to Santa's chagrin. Since Santa is clearly exasperated, the head elf introduces him to Staples' Easy Button to help with the dilemma. With one press of the Button, Santa's elves are transported to a Staples store and easily purchase their digital imaging products.

The holiday ad will debut during Sunday's NFL game on ESPN and will air throughout the holiday season on national network and cable television. The spot was created by McCann Erickson which created the first Easy Button concept as part of an integrated cross-channel campaign.

To take the guesswork out of choosing the right digital imaging product for an individual's needs, Staples has specially-trained sales associates and powered up products so you can "try before you buy." Every Sunday from 12 pm-4 pm, Staples stores will host Demo Days to showcase different digital cameras and printers and the ease of printing affordable, high quality digital photos. On, the selection includes over 100 digital cameras and comparison charts, interactive product tours and tutorials to simplify finding the right product.

Staples will also carry its signature Easy Button desk accessory in stores and online as a quirky and fun holiday gift, perfect for the office. In support of The Staples Foundation for Learning(TM)'s commitment of $1 million to Boys & Girls Club of America, Staples, Inc. will donate 2005 proceeds from sales of the Easy Button (TM), up to $1 million, to Boys & Girls Club of America.

About Staples

Staples, Inc. invented the office superstore concept in 1986 and today is the world's largest office products company. With 65,000 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 2004 sales of $14.4 billion, Staples serves consumers and businesses ranging from home-based businesses to Fortune 500 companies in 21 countries throughout North and South America, Europe and Asia. Headquartered outside of Boston, Staples operates approximately 1,716 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

SOURCE: Staples, Inc.