ALICE COOPER Stars In STAPLES Commercial

July 21, 2004

Alice Cooper will star in Staples, Inc.'s newest back-to-school commercial campaign. The commercial, created by Minneapolis-based Martin||Williams Advertising, humorously utilizes Cooper's legendary anthem "School's Out" to support the company's 2004 back-to-school brand position as a one-stop, in-stock shopping destination for everything on school lists. The 30-second spot, entitled "Alice," is currently airing in select markets, with a national rollout beginning on July 26.

"Staples' back-to-school commercial takes the Alice persona and places him in an amusing situation that you wouldn't normally picture him in — shopping for school supplies with his daughter," said Shira Goodman, executive vice president of marketing for Staples. "It's the kind of imaginative advertising that Staples has long been known for - reinforcing our brand messages while bringing a smile to the consumer's face using empathetic humor."

The commercial depicts Cooper in the role of a father shopping for back-to-school supplies with his distressed daughter, who obviously is unhappy at the prospect of returning to school. What unfolds is a struggle that is familiar to most parents; however, this exchange incorporates the lyrics from Cooper's hit song into the plot.

"School's Out" was first released during the summer of 1972, and has become one of the most famous rock songs of all time. Cooper is currently touring North America in support of his latest album, "The Eyes of Alice Cooper".

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