Staples: Easy Button 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. 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. It worked: The Easy Button itselfbecame a real in-store product, allowing customers to pay for the privilege of perpetuating the marketing message.(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.)The ad followed Staples'"It Was Easy"by Omnicom's Martin/Williams in the 2004 game.Director: Frank Todaro. Production company: Moxie Pictures. Executive creative director: Joyce King-Thomas. Associate creative director/copywriter: Leslie Sims. Associate creative director/art director: Audrey Huffenreuter. Agency Executive Producer: Sam Cernichiari. Editorial: Ohio Edit. Editor: Frank Schneider.BRAND:StaplesYEAR:2006AGENCY:McCann-EricksonSUPERBOWL:XXXIX