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Staples Stresses CE In New Ad Campaign

2/04/2011 04:59:36 PM Eastern

Framingham, Mass.
- Staples is launching a new ad campaign designed to reassert its CE street
cred.

The centerpiece of
the campaign is a 30-second spot that utilizes animation technology to spotlight
the office-supply chain's technology assortment.

 "We are evolving the tone of our advertising
to be consistent with establishing Staples as a tech authority," said Steve
Fund, Staples' global marketing senior VP.

To that end, the
chain has upgraded stores to focus on CE and support.  "We're taking our game to the next level with
EasyTech associates and store redesigns that provide even more space for
technology and services," said merchandising and marketing executive VP Jevin
Eagle. "Staples is staying at the forefront of technology, building off the
phenomenal success with the Amazon Kindle during the holiday season, and
gearing up to be a major destination for tablets this spring."

Staples' EasyTech
associates are trained to assist customers with a wide range of technology services
such as new computer setup, computer diagnostics, hardware and software
installations, data transfer, security, repair and troubleshooting, and free PC
tune-up regardless of where the computer was purchased, he said.

The commercial, which will debut
during the Super Bowl and air on broadcast and cable networks, shows laptops, monitors,
tablet computers, GPS devices, printers and software jubilantly flooding
through the door of a Staples store and taking their places on shelves. Radio
spots and digital ads will be included in the campaign.

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