Xerox's 'Brother Dominic' spot receives a modern makeover

Young & Rubicam NY recreates the memorable Super Bowl ad from 40 years earlier.

Is it a miracle or is it Xerox? That's the question on the minds of monks who witness Brother Dominic manifest 500 copies of a manuscript within a matter of minutes. In 1977, Needham creative director Allen Kay crafted a story where Dominic used the Xerox copier, which duplicated two pages per second, to impress his elders. Today, award-winning director James Rouse gives Dominic a digital twist, having him translate his creation into 35 languages, distribute it in tablet and mobile forms, and even personalize it onto coffee mugs for brothers and sisters of the faith. The spot, available in 30- and 60-second versions, releases in the U.S. today in honor of Xerox's division into two publicly traded companies. You can learn more about its spin-off, Conduent, here.

Credits

Xerox
Vice President, Global Brand, Advertising and Media
Y&R
Chief Creative Officer
Creative
Executive Producer
Associate Producer
Executive Producer/ Head of Music
Music Producer
Account
VP, Account Managing Director
Account Director, VML
Account Supervisor
Account Executive
Strategy
Executive Vice President, Brand Planning
Production
Production Company
Director
Executive Producer(s)
Producer
Director of Photography
Editing/Post Production/Special Effects
Editorial Company
Executive producer
Editor
Music Company
Music Producer
Composer
Postproduction Company
Executive Producer
Lead Artist/VFX Supervisor
Color Correction
Audio House
Engineer