|Miracles Take Place with the Push of Staples Easy Button; Breakout Advertisement ''The Wall'' Builds on Staples Brand Identity|
FRAMINGHAM, Mass.--(BUSINESS WIRE)--Feb. 23, 2006--Staples, Inc. (Nasdaq: SPLS), the world's largest office products company, today announced new television creative called "The Wall," which takes a historical twist on Staples classic empathetic office humor while differentiating the Staples brand. This unique spot will launch February 26, 2006 and air on national network and cable television.
"The Wall" is a breakout spot that differentiates Staples as a brand that makes life easier," said Shira Goodman, executive vice president of marketing for Staples. "The Easy Button is an icon for how Staples makes it easy and through our advertising we are able to have fun and make that fundamental business strategy link."
The 30-second "The Wall" commercial created by McCann Erickson, opens on an Emperor in ancient China, standing on a grassy rolling hill, staring off into the distance with a small group of consorts behind him. Galloping towards the Emperor is a large army of fierce warriors. As they approach, a consort pulls out an ornate lacquer box. One of the Emperor's men opens it and inside is an Easy Button. With the warriors dangerously close, the Emperor confidently steps forward with his arms crossed and he has one of his warriors push the Easy Button.
Suddenly, the ground rumbles dramatically. A cloud of dust appears and we see a wall quickly rise from the ground behind the Emperor. The commercial cuts to reveal it's none other than the Great Wall of China that has sprung up out of the earth. Unfortunately for the Emperor, the Great Wall has sprung up behind him, separating him from his consorts. He wears a deadpan expression as he stands before the opposing army, completely alone and says "dang."
With 500,000 sold in 2005, Staples continues to carry its signature Easy Button desk accessory in stores and online as a quirky and fun item, 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 the organization.
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 www.staples.com.
CONTACT: Staples, Inc