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

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.

Creative Agency

Producers: Deb Oh

Producer: Larissa Ananko

Executive Producer: Mathieu Shrontz, Lauren King

Creative Director: Fern Cohen, Margot Owett

Creative Agency: Y&R New York

Chief Creative Officer: Leslie Sims

Brand Planner: Chip Walker

Account Management: Arantza Urruchua

Account Executive: Susan Akinyi

Account Director: Britta Dahl, Seth Galena

Music and Sound

Sound Engineer: Eric Warzecha

Producer: Andy Oskwarek

Music Production: Woodwork Music

Composer: Joseph Reuben

Audio Post Production: Heard City


Producer: Jamie Lynn Perritt

Executive Producer: Erica Thompson

Editor: Art Jones

Edit Company: Work Editorial

Post Production / VFX

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

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

VFX Supervisor: Gigi Ng

Producer: Sophie Harrison

Post Production House: Framestore

Executive Producer: Dez Macleod-Veilleux

Colourist: Steffan Perry

Production Company

Production Company: The Corner Shop

Producer: Benji Howell

Executive Producer: Anna Hashmi

DOP: Joost Van Gelder

Director: James Rouse

Category: Business and services , Photocopiers

Genre: Comedy