New Xerox TV Ad: As Good As the 1976 Superbowl?

Xerox and Ducati Team Up on Print Advertisement

It’s been a long time since I’ve worked at a company large enough to invest in television advertising.  For years, Xerox advertising has been nondescript and unremarkable. You have to go back to the 1976 Superbowl ad to find anything truly memorable.   Until now.

In early September, Xerox launched a new advertising campaign including television, print, outdoor, and multimedia. These new ads reposition Xerox as the market leader of document management AND business process and IT outsourcing, courtesy of the February 2010 ACS acquisition. Using a little subtle humor, the campaign focuses on our customers — which is particulary powerful in business-to-busines marketing — and how we help them solve real business issues.  The campaign also includes an innovative, interactive Web experience. (Click on the pink, “Document Management” link to start.)

My favorite of the group is the commercial featuring the Ducati motorcycle windtunnel test. Xerox has long-sponsored Ducati in the World Superbike Championship, and the partnership has been a good one. I like the ad because it is visually stunning (the bright red motorcycle, the rider’s futuristic equipment, and the thin stream of smoke for testing aerodynamics) yet captures an important, if not a little routine, service Xerox provides for Ducati — user manual translation, global printing, and management.

Take a look and see if you agree: this ad is clever and explains – simply and effectively – that Xerox is now more than just a document printer company.  While you are on Xerox’s YouTube channel, check out the ads for Marriott invoice processing automation, the NY Mets marketing services, and the Notre Dame Fighting Irish battling printing costs as well.  Hope you enjoy!

2 Responses to “New Xerox TV Ad: As Good As the 1976 Superbowl?”

  1. The Art of Evolving A Big Company Brand « B2B Marketing POSTs by Laura Ramos Says:

    […] the presentation — that you can find here on Slideshare – was to explain how we adapt Ready for Real Business (our company communication platform) to specific industries (in this case healthcare) to demonstrate that Xerox has been — and […]


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