Back in 1976 Xerox gave us an iconic Super Bowl spot featuring a monk named Dominic who somehow needed to get 500 illuminated manuscripts printed. Thankfully, Xerox was there to help. Now they are still there, and have recreated the premise. Only now, Dominic needs to print up some 500 personalized scripts in different languages on different devices securely and send them across the world. We see how people all over the world receive the good word so to speak. And just like the original, it ends on the "it's a miracle," gag.
While Xerox the product is still there to help it is very telling that technology has progressed to the point where things magically appear all over the world with ease. Unlike the original spot where Dominic had to go to a printer and was greeted by a print shop employee who knows his name and walked him to the copier, and showed him how to use it, Brother Dominic is now walking across the monastery courtyard to what looks like the studio in an ad agency to use his print card to make the print order happen. This is both a fun nod to how much easier life has become for all of us, and weirdly undermining of Xerox as well. It's no longer a huge ordeal to do these things.
As a stand alone ad it still works even without knowing the context. Access to Adland's Super Bowl Archive aside, there are very few people under the age of fifty (minus hardcore ad geeks) who will remember the original spot. And unlike say, Crispin's cheeky send up of the original of Grey Poupon, spot, this ad is incredibly sincere. It's a slight letdown in that the only wow factor comes from the product and not the story. It's a very faithful retelling of the original indeed. Faithful? Anyone? Never mind.

Xerox CMO – Toni Clayton-Hine Vice President, Global Brand, Advertising and Media - Barbara Basney Y&R Chief Creative Officer - Leslie Sims CD - Fern Cohen CD - Margot Owett Executive Producer - Mathieu Shrontz Associate Producer - Larissa Ananko Executive Producer/ Head of Music – Lauren King Music Producer - Deb Oh VP, Account Managing Director - Britta Dahl Account Director, VML- Seth Galena Account Supervisor - Arantza Urruchua Account Executive - Susan Akinyi Executive Vice President, Brand Planning - Chip Walker Production Company – The Corner Shop Director - James Rouse Executive Producer(s) – Anna Hashmi Producer – Benji Howell Director of Photography – Joost Van Gelder Editorial Company - Work Editorial Executive producer – Erica Thompson Producer – Jamie Lynn Perritt Editor – Art Jones Music Company – Woodwork Music Music Producer – Andy Oskwarek Composer – Joseph Reuben Postproduction Company - Framestore Executive Producer – Dez Macleod-Veilleux Producer – Sophie Harrison Lead Artist/VFX Supervisor – Gigi Ng VFX Team: Giulia Bartra, Julien Desroches, Liz Yang, Raul Ortego, Matt Pascuzzi, Akira Thompson, Callum McKeveny Color Correction: Steffan Perry Audio House – Heard City Engineer – Eric Warzecha

Comments (1)

  • Aleta Garcia's picture
    Aleta Garcia (not verified)

    Excellent teaching tool

    Jan 15, 2017

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kidsleepy 17 year copywriter, now CD from Pittsburgh, who has worked in many cities including New York, Atlanta, Montreal and currently Los Angeles. I snark because I care. I ain't complainin' I'm just tellin' it like it is.