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Ad of the Day

Kyocera "Alfie"

Brand: Kyocera Mita Copiers, Printers & Fax Machines
Agency: Seiter & Miller Advertising
Review Date: February 11, 2009

It's time to follow the dancing logo. In this spot for Kyocera Mita America's TASKalfa copier, the brand's logo is the star of the 30-second show as it hops, struts and tumbles through an office. At once goofy and earnest, it's the little logo that could. (Seeing it in motion here, we may wonder if it was an also-run candidate for the official logo of some past Olympic Games and has been recycled for TASKalfa.) Had the spot made its debut a year ago, I'd have been tempted to say it was too goofy and too earnest. But in today's business climate, with trust at a low ebb, these qualities give the spot a guileless character that lends credibility to the brand's practical claims -- i.e., that its "ultra-reliable, people-friendly" technology will help everyone in the office to be as productive as possible. --Mark Dolliver

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Overall rating:

(3.64

) Great

11 Comments

1. whattha comments:

August 31, 2009

Dude, this ad was really lame.
2. Rachel comments:

March 03, 2009

Alfie is too cute
3. billy2 comments:

March 03, 2009

Very cute ad
4. adiocracy comments:

February 20, 2009

That's exactly my point, adchick. Every printer company says the same thing. But, why? It's safe to say that by now, consumers get the benefits of copier technology. The category is pretty darn mature. The reason is usually lack of imagination or inertia, and here I refer more to client than agency. Ricoh is one company that tried a new approach, though not very successfully. What this DOES represent is an opportunity for a smart agency/client in the category. As for the perfect copier commercial? Will keep an eye out for it. If I find it, we'll post and write about it on adiocracy.com and let you know.
5. ITpro comments:

February 18, 2009

I like the ad. It's different. Not your average printer/office setting type ad. the animated character would make a great banner ad.
6. adchick comments:

February 18, 2009

Adiocracy's comments are a bit.. dare I say.. "adio-tic". If you track this market segment, every printer company says the same thing. At least this one is different. Like it or not, it stands out. so, Adiocracy: what do you think it the "perfect" TV commercial for a copier?? ( and you can't nominate your own compnay's ad.. it might give away your employer :)
7. Luvtech comments:

February 18, 2009

I saw this commerical just this morning while watching the news. I think technology is great, but I can't imagine how boring copier technology must be. This ad takes me past the boredom and makes the product appear interesting. Well done, I like it. Better than trying to convince me this type of product will revolutionize the world.
8. Sandy comments:

February 18, 2009

Adiocracy's commments sound like they stem form wannabe advertising "professionals" . A quick google search turns up nothing on you, bud. Is it possible you are a competittor of Kyocera and just have an ax to grind? Or maybe you worked for the company at one point? "retro-90's".. interesting term. I nver knew the 90's had that much clout in TV advertising. as for the commercial: I'm one of those foks who has to make decsions on products such as these digital copuiers and it got my attention.. enough for me to visit the iste and check out the new technology. I guess I'm just a 90's retro kind of person
9. adiocracy comments:

February 17, 2009

Oy! Is Kyocera's goal to be all retro-90's? They packed every used-up old-timey imaging/productivity cliche they could into this one: 'document imaging', 'ultra-reliable technology', 'effortless scanning to your network', as well as a good old-fashioned reminder that even though we're technology, 'we're people friendly'. Don't blame the client on this one. Blame an undisciplined agency. A quick review from your friends at Adiocracy.
10. oboe13 comments:

February 15, 2009

Five Stars. Does Alfie make house calls?
11. Anna Bonelli comments:

February 12, 2009

Very colorful. Loved it.