Staples Unveils First Hispanic Television Commercial

Staples Unveils First Hispanic Television Commercial

‘Special Effects’ Campaign Focuses on Meaningful Marketing to Critical Business Segment


Framingham, MA–(HISPANIC PR WIRE)–August 13, 2004–Staples, Inc. (Nasdaq: SPLS) today introduced its first Spanish language television commercial to promote an easy back-to-school shopping experience for the Hispanic community. The 30-second commercial, which launches on Monday, August 16, utilizes computer-generated special effects to attract the attention of back-to-school shoppers in the Los Angeles market where Staples has more than 50 retail locations. The commercial will air in the Los Angeles market on Univision, Telefutura, Telemundo, and Azteca Americas.

“Creating a commercial in Spanish was a natural fit for us, since we want to make it easy for our customers to do business with Staples and get the products they know and trust all year long,” said Christine Mallon, vice president of retail marketing for Staples. “This commercial reflects the strategic effort by Staples to capture the loyalty of the valuable and growing Hispanic office supply customer and the tremendous impact of the Hispanic community in the Los Angeles economy.”

Developed by Los Angeles-based Acento, the commercial features Staples’ signature empathetic humor as a Hispanic mother and her children shop while computer generated imagery of Staples’ store shelves move in and out of each screen. The commercials’ “green screen” special effects are a key element to this unique back-to-school spot, which was created by X1 FX studio in Los Angeles. The commercial was shot in Los Angeles, directed by Pablo Croce and produced by A Catch 22 Productions located in Los Angeles.

“This television spot was developed specifically with the Hispanic market in mind,” explains Benito Martínez-Creel, president and CEO of Acento. “We wanted to reach Hispanic shoppers with a spot that is memorable and inviting.”

At many of the Los Angeles Staples stores, customers can find an integrated Hispanic campaign with in-language store signage to facilitate the shopping process and Spanish written school supplies lists that have been developed for each grade available for customers at Staples’ Back-to-school Central. Staples commitment to the Hispanic community is also reflected in local programming in the region such as:

— A recent partnership between Staples Foundation for Learning (SFFL), a charitable foundation that funds programs that support educational opportunities for youth, and the Los Angeles-based Education Foundation LINC TELACU (Leadership Initiative for the New Century The East Los Angeles Community Union). LINC TELACU works to increase the number of Hispanic students in college, while helping to build their leadership skills. SFFL is a supporter of LINC’s college advisement program.;

— Collaboration with Staples, U.S. Small Business Administration and La Opinion to create Exito Empresarial, a community-based Spanish language seminar series designed to equip current and aspiring Hispanic business owners with the knowledge, skills and resources needed to start and build successful businesses; and

— Ongoing in-store small business events with organizations and companies that are valuable to the Hispanic community.

Staples’ 2004 back-to-school advertising also includes a commercial featuring rock star Alice Cooper and his legendary anthem “School’s Out” to support the company’s back-to-school brand position. A second commercial supports a unique in-store offer called “Give Back to Teachers” which rewards customers that spend $100 or more at any Staples store with a $5 savings card they can pass along to a teacher to redeem for classroom school supplies. This program runs from July 4, 2004 through September 18, 2004.

About Staples

Staples, Inc. invented the office superstore concept in 1986 and today is the world’s largest office products retailer. With 60,000 talented associates, the company is committed to making it easy to buy a wide range of office products, including supplies, technology, furniture, and business services. With 2003 sales of $13 billion, Staples serves consumers and businesses ranging from home-based businesses to Fortune 500 companies in the US, Belgium, Canada, France, Germany, Italy, the Netherlands, Portugal, Spain, Sweden, and the United Kingdom. Headquartered outside of Boston, Staples operates approximately 1,600 office superstores and also serves its customers through mail order catalog, e-commerce and contract businesses. More information is available at



Julie Mittelman, 508-253-8580,


Inez Cabral, 310-943-8324,

Staples Unveils First Hispanic Television Commercial