Y&R New York launched the first new campaign for Xerox in two years, and the first since the arrival of Xerox chief marketing officer John Kennedy last summer, with the 30-second “Everybody’s Talkin’ At Me…”
The broadcast spot, set to the song of the same title, explores the changing nature of business and the Xerox brand. It features a man listening to all kinds of questionable advice from his coworkers, beginning with an excited “I say we go all-in on the Internet of things.” In the next scene, an assistant interrupts a meeting with consultants to tell him that the new consultants have arrived. As the ad continues, the voiceover begins, “Xerox believes that finding the right solution shouldn’t be so much work,” touting a “better way for people, process and technology to work together” and ending with the tagline “Work Can Work Better.”
The spot marks a shift in approach for the brand, with an increased emphasis on its business solutions and how the brand can help navigate through the crowded business space rather than just chasing the latest fad. “The technology choices available to address business problems continue to expand. Clients need practical solutions that address the way people, business processes and technology intersect for real business outcomes,” explains Kennedy.
“The business environment is complicated and noisy,” adds Xerox chairman and CEO Urusla Burns. “Our customers look to us to simplify their business processes and develop solutions that improve their operations and performance.”
The broadcast spot, along with another 30-second spot which has yet to be unveiled, will run on ABC This Week, CBS’ Sunday Morning, Face The Nation and 60 Minutes, Fox News Sunday and NBC’s Meet the Press. Supporting the broadcast efforts are a digital component, print ads running in Forbes and The Wall Street Journal, among other business media, and an outdoor component which makes its debut this Sunday at the U.S. Open, for which Xerox is a sponsor. Another key element of the campaign is a revamped website, developed by VML and Velocity, which will be phased out globally following the launch of the campaign in the U.S. and the U.K. shortly after.