Kyocera “Alfie”

It’s time to follow the dancing logo. In this spot for Kyocera Mita America’s TASKalfa copier, the brand’s logo is the star of the 30-second show as it hops, struts and tumbles through an office. At once goofy and earnest, it’s the little logo that could. (Seeing it in motion here, we may wonder if it was an also-run candidate for the official logo of some past Olympic Games and has been recycled for TASKalfa.) Had the spot made its debut a year ago, I’d have been tempted to say it was too goofy and too earnest. But in today’s business climate, with trust at a low ebb, these qualities give the spot a guileless character that lends credibility to the brand’s practical claims — i.e., that its “ultra-reliable, people-friendly” technology will help everyone in the office to be as productive as possible. –Mark Dolliver