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.
, 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.