The New Staples Ad Deals with Kids Destroying Their School Supplies

By: Katherine Pendrill - Aug 9, 2016
References: & marketingmag
With September just around the corner, Staples debuted a set of realistic back-to-school ads that deal with the issue of kids losing or destroying their school supplies. Pegged as the retailer's busiest time of year, the ad cleverly reminds parents of the inevitable need to stock up on new supplies for the upcoming school year.

In the first of Staples' two 15-second spots, a mother is seen talking to the 'Staples Guy' about replacing her daughter's backpack, pens and notebooks after the girl left them out in the rain. The mother stresses that this is the last time she will purchase these school supplies, but the Staples Guy quickly reminders her that it will definitely not be the last time. This short ad is followed by a second ad that uses a split screen to help consumers understand how to use Staples' online shopping tool.

The realistic back-to-school ads cleverly remind parents about the importance of purchasing new supplies by touching on a common reality for most families.