A Bullet Point For Someone’s Resume

Lewis Lazare reveals that during 2005, Staples sold no fewer than 500,000 replicas of its Easy Button as a desk accessory.
When this happens–a genuine viral response driven by TV–you know your work is working. Conversely, when one of your peers gives you a little trophy for your desk, all you know is some ad people liked it, one hungover Saturday morning long ago.

About David Burn


  1. I love that you brought this up. My husband has recently started his own company and we’ve spent a lot of time at Staples. My 4-year-old son begged for an Easy Button — he’s seen the commercials and loves the button. We now have one, and every now and then I’ll hear “That was easy” from the far reaches of my house. It makes me laugh out loud.

  2. Why is it that getting an award for work and getting response are never seen as growing on the same vine?

  3. Carl LaFong says:

    Maybe, Jay, it’s because some creatives place so much emphasis on the former that they frequently neglect the latter, coming up with work that’s oh so cool and clever — and completely wrong for the intended target audience.
    That’s not to say that award-worthy work (whatever that means) can’t be effective. But too many people in this “business” judge ads based on how many shiny trophies they’ve won rather than how effective they were.