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 itself became 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: Staples

YEAR: 2006

AGENCY: McCann-Erickson

SUPERBOWL: XXXIX