Agency Executive Producer: Sam Cernichiari. Some people are sitting in cafes others are walking around all of them are looking at the pillar and the button and the sign and wondering what it's all about. Hanging above the pillar is a sign saying Push To Add Drama. Associate creative director/art director: Audrey Huffenreuter. Right in the center of a small town square, someone has placed a pillar with a red button on top. Associate creative director/copywriter: Leslie Sims. Executive creative director: Joyce King-Thomas. The ad followed Staples' "It Was Easy" by Omnicom's Martin/Williams in the 2004 game.ĭirector: Frank Todaro. (In the game itself, incidentally, The Philadelphia Eagles could have used an Easy Button on the field: They lost narrowly to the New England Patriots, 24 to 21.) It worked: The Easy Button itself became a real in-store product, allowing customers to pay for the privilege of perpetuating the marketing message. With any scenes of actual office challenges met or services rendered, it’s a bigger play for brand awareness and affinity than it is a hard sell. Staples’ Super Bowl XXXIX commercial via Interpublic Group of Companies' McCann-Erickson New York shows how a fanciful "easy" button might simplify diaper changing, bronco busting and experimental surgery.
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