Staples Brings Easy Button to Desktops

Office supply chain Staples has brought its "Easy Button" to desktops.

Staples breaks new TV ads this week featuring its red Easy Button icon that lets users accomplish a task more easily. (A holiday spot showed Santa pressing the Easy Button to stock up on digital cameras to replace the wooden ones carved by his elves.)

At the same time, Staples is launching an Easy Button—a shortcut to Staples' Web site—which users can download to their desktops.

The new TV spot, Button to Button, shows three office workers using an Easy Button to cut the clutter and organize their office—and find one worker's own lost Easy Button. The spot debuts Staples' 2006 tagline, "This is Your Year," with marketing focused on organizing and maintaining personal security.

"Organizing an office can be overwhelming. This spot uses humor to illustrate how Staples can be your Easy Button for creating order out of chaos," said executive VP-marketing Shira Goodman in a statement.

The spot broke Jan. 1 on network and cable TV via McCann-Erickson, New York. The downloadable Easy Button also debuted Jan. 1; the link showcases Internet security software, paper shredders, locking file cabinets, safes and surge protectors.

Staples also sells Easy Button desk accessories; 2005 proceeds (up to $1 million) go to Boys & Girls Club of America via The Staples Foundation for Learning.