This 1976 Super Bowl commercial by Xerox takes a whimsical approach to promote their innovative copying technology, featuring monks performing a rather unexpected task: making copies. In a world before digital technology, the ad humorously imagines monks meticulously copying texts by hand and then showcasing how Xerox’s copier could streamline the process. The humor lies in the absurdity of monks using such advanced technology in a setting so opposite to high-tech innovations.
The Formula (That Works at Any Budget)
Historical Juxtaposition = Instant Humor – By contrasting ancient monks with cutting-edge technology, Xerox creates an amusing visual. The idea of monks making copies of manuscripts by hand before the copier shows how far we’ve come.
→ Lesson: Playing with historical context can create a striking, and funny, contrast that highlights the value of your product.
Absurdity = Engaging Humor – The humor is driven by the absurdity of monks being the ones tasked with the mundane copying job. It’s unexpected and silly, catching the viewer’s attention and holding it.
→ Lesson: Absurd or over-the-top comparisons can make for a memorable ad that sticks with viewers.
Product as the Hero = Solution-Oriented – Xerox presents its product not as a mere machine, but as a revolutionary solution that completely changes how we do things, making tasks faster and more efficient.
→ Lesson: Position your product as the hero of a relatable, and even slightly absurd, problem.
Minimal Product Explanation = Brand Visibility – Rather than overly explaining features, the ad simply shows how the product changes the process and brings humor to the situation.
→ Lesson: Let the humor and visual storytelling do the heavy lifting rather than bogging down the message with excessive details.
Humor Breakdown:
The humor in this ad is absurd and situational, based on the premise of monks—historically associated with spiritual tasks—using Xerox’s advanced copying machine for mundane work. This light and clever humor highlights the contrast between the old and the new, which amplifies the usefulness of Xerox’s technology.
Final Verdict
Xerox cleverly uses historical humor to emphasize how their copier revolutionized the copying process. This ad is a timeless example of how humor can effectively highlight a product’s innovation and impact in a fun and memorable way.
Brave-o-meter score:Â
B-9 | R-9 | A-9 | V-9 | E-9
BRAVE – 9/10
Watch the full ad & learn more:
Website: Xerox
LinkedIn: Xerox LinkedIn Page
