What could have been a cheesy, tacky and frankly ineffective ad, is instead funny, light-hearted, but most importantly: effective. In what can be considered by most as a pretty boring category, stationery and school supplies, Martin Williams agency does a great job positioning Staples as a place where parents can get excited about low prices, an array of supplies, and most importantly: sending their kids BACK to school! Rather than having kids running around a store excited about buying pens and pencils, or having parents exaggerating about their love for school supply shopping, the message is refreshingly honest. Surprising how honesty can sometimes works, isn't it?
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