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Creative in association withGear Seven
Group745

Y&R NY Brings Iconic 1976 Super Bowl Ad 'Brother Dominic' to the Modern Age

04/01/2017
Advertising Agency
New York, USA
263
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Award-winning director James Rouse directs the revamped ad for Xerox

Today Xerox unveiled a new ad – led by a contemporary twist on a beloved commercial – to usher in its next chapter as an $11 billion leader in digital print technology. The new ad, created by agency Young & Rubicam New York, describes Xerox’s focused direction to innovate the way organisations of all sizes communicate, connect and work.

Much has changed since Xerox’s “Brother Dominic” debuted 40 years ago in one of the most famous Super Bowl advertisements of all time. But the world’s need to share information has endured. Back then, Brother Dominic turned to the Xerox copier to simply duplicate his manuscripts. Today, he translates, personalises and securely shares his creation both physically and digitally across all devices, all over the globe.


“The ad is the first manifestation of a new communications platform that will be anchored by the tagline Set the Page Free,” said Toni Clayton-Hine, chief marketing officer for Xerox. “It offers a nod to Xerox’s heritage, reflects our present and embraces our future by showing how Xerox has evolved to help companies connect both the physical and digital world through personalisation, apps, automation, and security.”

Roll-out of the Brother Dominic advertisement includes 30- and 60-second television commercials and digital spots beginning in the U.S. The ads were created by Y&R NY and award-winning director James Rouse, and were inspired by the work of Allen Kay, creative director at Needham who created the original Brother Dominic commercial.


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