Xerox Is Just as Tired of Tech Jargon as You Are

New campaign repositions brand as simple solution

Skewering business jargon, especially tech jargon, seems to be the latest marketing trend for business-to-business companies. Xerox's new campaign is the most recent effort, positioning the brand as the more human alternative. 

In its first 30-second spot, from Y&R in New York, Xerox shows the challenges of a senior-level decision maker—Xerox's target demographic—overwhelmed by newer technology. The spot will debut this Sunday during the U.S. Open. 

"We wanted to assert more of a point of view about what's happening in our segment," said John Kennedy, Xerox chief marketing officer. "That's what's embodied in the campaign line 'work can work better.' At its core [that line] is not about Xerox, it's our view of a dialog that needs to be had today in a world where there's a cacophony of tech solutions sort of chasing problems." 

The campaign will also serve as a way to show that Xerox and what it is offering to consumers has evolved. Four 15-second spots, focusing on Xerox's work in the customer care, human resources, transportation and health care spaces, will roll out later this month. 

According to Kennedy, Xerox has been "designing solutions around the human being, rather than the process," and that's what the new campaign showcases.