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

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Award-winning director James Rouse directs the revamped ad for Xerox

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

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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Audio Post Production: Heard City

Composer: Joseph Reuben

Music Production: Woodwork Music

Producer: Andy Oskwarek

Sound Engineer: Eric Warzecha

Production Company

Director: James Rouse

DOP: Joost Van Gelder

Executive Producer: Anna Hashmi

Producer: Benji Howell

Production Company: The Corner Shop

Post Production / VFX

Colourist: Steffan Perry

Executive Producer: Dez Macleod-Veilleux

Post Production Company: Framestore

Producer: Sophie Harrison

VFX Supervisor: Gigi Ng

Visual Effects: Giulia Bartra, Julien Desroches, Liz Yang, Raul Ortego

Visual Effects Artist: Matt Pascuzzi, Akira Thompson, Callum McKeveny


Edit Company: Work Editorial

Editor: Art Jones

Executive Producer: Erica Thompson

Producer: Jamie Lynn Perritt

Creative Agency

Account Executive: Susan Akinyi

Account Management: Arantza Urruchua

Brand Planner: Chip Walker

Chief Creative Officer: Leslie Sims

Creative Agency: Y&R New York

Executive Producer: Mathieu Shrontz, Lauren King

Producer: Larissa Ananko

Producers: Deb Oh

Genres: Comedy

Categories: Consumer Electronics, Printers and Ink

VMLY&R North America, Wed, 04 Jan 2017 15:38:03 GMT