This commercial celebrates 40 years of Xerox’s collaboration with Brother Dominic and his team at Copiserv, a leading document solutions provider. The ad features a quirky, somewhat humorous take on their longstanding partnership, showing Brother Dominic’s “miraculous” document solutions that have made a significant impact on businesses. The tone is lighthearted, blending a sense of nostalgia and achievement with the humorous concept of a “miracle worker” in the world of business automation and document services.
The Formula (That Works at Any Budget)
Celebration of Partnership = Emotional Connection – By focusing on the long-standing relationship between Xerox and Brother Dominic, the ad taps into a sense of loyalty and trust, appealing to the emotional side of business relationships.
→ Lesson: Celebrating long-term partnerships can create a sense of reliability and stability for your brand.
Humor = Accessibility – The ad uses light humor, focusing on Brother Dominic’s “miraculous” abilities, making it approachable and relatable, while still showcasing the power of Xerox solutions.
→ Lesson: A bit of humor makes technical solutions more digestible and entertaining to a broader audience.
Legacy & Milestones = Trust – By highlighting the 40-year milestone, the commercial underscores Xerox’s long-standing expertise and success in the document management field.
→ Lesson: Milestones can serve as a powerful indicator of reliability and trustworthiness in a B2B context.
Subtle Product Placement = Brand Reinforcement – The ad doesn’t overtly focus on the features of Xerox’s products, but rather shows the impact of their solutions in action.
→ Lesson: When you show the results, you reinforce the value of your product without needing to over-explain.
Humor Breakdown:
The humor in this ad comes from the somewhat exaggerated portrayal of Brother Dominic as a “miracle worker.” It’s witty and light-hearted, using comedic timing and visual gags to show how Xerox’s solutions transform businesses in a fun and relatable way.
Final Verdict
Xerox uses humor to celebrate a successful partnership and showcase the impact of their document management solutions. The ad is effective in using lighthearted humor to make a potentially dry subject more relatable, reinforcing the brand’s legacy and the power of their solutions.
Brave-o-meter score:
B-8 | R-9 | A-8 | V-8 | E-9
BRAVE – 8.4/10
Watch the full ad & learn more:
Website: Xerox
LinkedIn: Xerox LinkedIn Page
