Xerox Is Just as Tired of Tech Jargon as You Are

New campaign repositions brand as simple solution

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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.

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