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Brother Dominic: Xerox 9400
Xerox · 1977
- Agency
- Needham, Harper & Steers
- Campaign
- Brother Dominic
Analysis
Monks gather beside a Xerox copier. The headline presents fast document copying as a miracle and the body copy explains the machine’s output.
“Introducing the Xerox 9400. Will miracles never cease?”
Character continuityHumorProduct demonstration
Why it worked
The monks make the change from manual copying to automation easy to understand. The print copy connects that joke with specific capabilities.
Lesson
Use a familiar character to introduce a new product capability.