Economic concerns fuel Staples back-to-school campaign

FRAMINGHAM, Mass. Staples new back-to-school marketing campaign centers around the economic anxieties of the American shopper, the company announced. Featuring new 15-second TV spots, created by McCann Erickson, New York, the campaign will use humor to establish Staples as the low-price destination for back-to-school, said the company.

The commercials center around the theme of while Staples can't do anything about rising gas or grocery prices, it can make back-to-school shopping more affordable.

"Like everyone, Staples is sensitive to the state of the economy and concerns of our customers," said Shira Goodman, evp of marketing at Staples. "Our entire back-to-school campaign underscores the fact that Staples offers a wide assortment of products at great prices. We're offering parents an affordable solution to help save money for life's other necessities - like gas for your car."