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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

Creative Agency: Y&R New York

Creative Director: Fern Cohen, Margot Owett

Producer: Larissa Ananko

Chief Creative Officer: Leslie Sims

Executive Producer: Mathieu Shrontz, Lauren King

Brand Planner: Chip Walker

Account Executive: Susan Akinyi

Producers: Deb Oh

Account Management: Arantza Urruchua

Account Director: Britta Dahl, Seth Galena

Production Company

Production Company: The Corner Shop

Executive Producer: Anna Hashmi

Director: James Rouse

DOP: Joost Van Gelder

Producer: Benji Howell


Edit Company: Work Editorial

Editor: Art Jones

Producer: Jamie Lynn Perritt

Executive Producer: Erica Thompson

Post Production / VFX

Post Production Company: Framestore

Colourist: Steffan Perry

VFX Supervisor: Gigi Ng

Producer: Sophie Harrison

Executive Producer: Dez Macleod-Veilleux

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

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


Composer: Joseph Reuben

Audio Post Production: Heard City

Sound Engineer: Eric Warzecha

Music Production: Woodwork Music

Producer: Andy Oskwarek

Category: Business and services , Photocopiers

Genre: Comedy