- Our FirePower
- Trusted Solutions
- Client Showcase
- Proven Results
- Contact Us
Industry: Office Products
In the heyday of Xerox, its advertising earned a Hall Of Fame award and unprecedented results with the creation of its iconic Brother Dominic. In fact, Xerox and Brother Dominic earned a spot in advertising strategy "firsts" by creating and leveraging celebrity status of a fictitious advertising spokesperson. Today we think of that as commonplace creative. Yet, in the early 70s Brother Dominic literally carved a spot in advertising breakthrough ideas.
Ironically, Brother Dominic was sent to retirement at the monastery for after a number of successful years. While that may seem surprising, it's often the case when change is done for the sake of change.
But that irony also created an opportunity when the Engineering Systems Division of Xerox looked for an avenue to propel its product line and advertising campaign. There was no better way than to leverage the global success of Brother Dominic in his return from retiremnt for the benefit of promoting Xerox Engineering Systems.