Brother Dominic’s Miracle is No. 1

By Barbara Basney

It wasn’t a miracle, but I always thought our Brother Dominic redux was inspired – and it’s the perfect film to launch our “Set the Page Free” communications platform and campaign.

I’m not just bragging. The Business Marketing Association has recognized our Brother Dominic commercial as the winner of the 2017 Best Broadcast Advertising – Single Spot in their Global ACE Awards. Earlier this year, our “Set the Page Free” campaign scored a win in the Internet Advertising Competition Global ACE Awards.

The “Brother Dominic” spot, which launched on January 4, has garnered over 56 million impressions across broadcast TV, Connected TV and digital media.  With a total of 9.6 million video views to-date on YouTube, Facebook and Twitter – it is our new record as the No. 1 most viewed video in Xerox history – 3 times our prior video view record.

Our “Set the Page Free” campaign won Best B2B Integrated Ad Campaign in the 2017 Internet Advertising Competition (IAC) Awards. Among the metrics: A lift in brand ad recall of 53.4 percent, which is a best-in-class Google benchmark.

These awards recognize the power of the Brother Dominic film, and the relevance of the messages it delivers about how Xerox is “innovating the way the world communicates, connects and works,” as well as the momentum and impact delivered by an integrated campaign.

I’m tempted to say this is a miraculous outcome. In fact, it’s the result of hard work and inspiration from the Xerox Advertising & Media team and our agency partners– Y&R, VML and MEC.  Their creative ingenuity brought back Brother Dominic after a 40-year hiatus to demonstrate the power and relevance of Xerox.

Set the Page Free

The idea behind setting the page free is not new. It’s what Xerox has been doing since we introduced the first copier, which automated the task of duplication and freed operators from a slow and laborious process.

But don’t let our history limit your imagination.

The page is more than paper. Setting the page free transcends both the physical and digital, liberates the way we use and share information, and enables each of us to be more productive. The phrase nods to our heritage, reflects our present and embraces our future.

In order to be free, some pages may need to:

  • Keep sensitive information safe and secure,
  • Eliminate unnecessary work,
  • Know who you are and which languages you speak,
  • Provide information when and where you need it,
  • Be trackable and measurable, or
  • Respond to the environment and to your voice.

Our breakthrough technologies – including digital printing, printed electronics, intelligent packaging and direct-to-object print — are already solving many of these challenges.

Brother Dominic has come a long way in 40 years. The original Brother Dominic needed to make 500 copies of his manuscript. The new Brother Dominic must do that plus translate it into 35 languages, personalize each one, and then share with colleagues around the world on paper, smartphones and even a coffee mug.

It would take a miracle for one person to get it all done. Lucky for Brother Dominic, that’s what we do here at Xerox: Set the page free, enabling our customers to perform their own miracles every day.

About the awards

The Global ACE Awards is the longest running B-to-B award program and recognizes the year’s top creative campaigns, the inspired talent who conceived them, and the agencies and clients who have successfully elevated brand and driven demand. The New York Times has hailed the awards as “one of the industry’s best creative awards.” (Last year’s winners were GE & IBM so we are in good company.)

The IAC Awards are the first and only industry-based advertising award competition dedicated exclusively to online digital advertising.   These awards recognize outstanding online advertising in varying forms including online ads, video, mobile, newsletter, email and social media, and includes both the creative, as well as paid media activation.


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  1. Deepak Seth May 16, 2017 -

    As “Brother Dominic’s” needs have evolved over the past forty years, so has Xerox’s ability to continually delight “him” with relevant products and solutions.
    The ad campaign does an amazing job of seamlessly integrating a hoary past with the technology advancements of the present and the future!
    Leaves me with suspenseful anticipation about what Brother Dominic and Xerox would be doing forty years from now!

  2. Barbara May 16, 2017 -

    That is an exciting vision Deepak – for Brother Dominic and Xerox!

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