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Staples relives the 90s in ad directed by music video veteran Joseph Kahn

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By Amy Houston | Reporter

April 14, 2022 | 3 min read

The Drum’s Ad of the Day highlights work that stands head and shoulders above the rest. Today’s winner is Staples’ ‘This Is Your Sign’ by Muhtayzik Hoffer.

Staples

‘This Is Your Sign’ by Muhtayzik Hoffer / Staples/ Muhtayzik Hoffer

Office supply store Staples, alongside creative agency Muhtayzik Hoffer, just dropped a new commercial reviving a classic 90s dance tune. ‘This Is Your Sign’ takes the brand back to its comedic roots while promoting its printing services.

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The spot was directed by music video veteran Joseph Kahn, who has previously worked with Lady Gaga, Taylor Swift and Britney Spears.

Soundtracked by the catchy 1992 hit ‘I Saw The Sign’ from Ace of Base, viewers see Staples employees become excited after a women enquires about getting – you guessed it – a sign printed.

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Taking inspiration from pop videos of the 90s and early noughties, the ad features some retro-style compositions, cheesy dance moves and, of course, lots of wind machine to get those tresses looking as dramatic as possible.

Staples is targeting small business owners and the campaign will be amplified through digital, paid social and press.

Staples: Saw The Sign by Muhtayzik Hoffer

By Staples

Overall Rating 5/5

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