Be among trailblazing marketing pros at Brandweek this September 23–26 in Phoenix, Arizona. Experience incredible networking, insightful sessions and a boost of inspiration at ADWEEK’s ultimate brand event. Register by May 13 to save 35%.
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.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in