Ad of the Day: Xerox

Brand shows how it innovates to simplify data streams—and the world

Once upon a time, photocopying a piece of paper was a big deal. But in 2012, the list of things we can accomplish with technology has become limitless, and in turn, completely overwhelming. The things that were supposed to make life easier are instead making it more complicated. Accordingly, the hot topic du jour isn't just innovation, but simplification.

Xerox picks up on this trend with its new spot, "A World Made Simpler … by Xerox." It opens with someone copying a drawing of a circle, which morphs into a lightbulb, which morphs into a CD, which morphs into a wall full of charts and pictures and text, which morphs into a wave, and on and on. (Xerox appears to be taking this "drowning in an ocean of data" metaphor quite literally.)

But Xerox wants you to know it doesn't just create endless, clutter-causing replicas of documents. In fact, the company does everything from helping doctors virtually monitor patients to setting up call centers during natural disasters to making public transportation easier. To illustrate all these possibilities, the ad uses—what else?—hundreds of letter-size sheets of paper with images of all those things that tug at our heartstrings (babies, schoolchildren, grasped hands, a cozy home) and help you forget that you're watching an ad for an enormous corporation.

It's so mesmerizing, you actually might.

Client: Xerox
Spot: "A World Made Simpler … by Xerox"

Agency: Y&R, New York
Executive Creative Director: Jim Radosevic
Art Director: Kleber Menezes
Copywriter: Corey Rakowsky
Executive Producer: Robert Beck
Producer: Craig Sklaver

Production Company: Psyop / Blacklist
Director: Psyop / Cisma
Creative Directors: Laurent Barthelemy, Denis Kamioka
Psyop Executive Producer: Lucia Grillo
Blacklist Executive Producer: Adina Sales
Producers: Ave Carrillo, Erik Gullstrand
Live-Action Producer: Gabi Hahn
Visual Effects Supervisor: Joerg Liebold
Designers: Naomi Chen, Eunice Kim
Editor: Sam Goetz
Storyboard Artist: Ben Chan
Lead Technical Director: George Smaragdis
Animation: Ryan Moran, Helene Park, Sophie Gate
Visual Effects: George Smaragdis, Jordan Harvey
Light: Fabio Piparo
Lead Tracking: Bogdan Mihajlovic
Compositing: Herculano Fernandez
Flame: Aniello Zampella, Fabien Coupez

Live-Action Production Company: Paranoid BR
Executive Producer: Egisto Betti
Production Manager: Gabi Hahn
First Assistant Directors: Camila Andreoni, Renata Salloum
Director of Photography: Pierre Kerchove
Art Director: Olivia Helena Sanches

Stop Motion: Fabio Yamagi, Banzai Studios

Music & Sound Design: Q Department