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BtoB's Best - Online Video: Lantronix Inc.

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Lantronix Inc. Agency: In-house Campaign: “I Can Print!” xPrintServer campaign Launch date: December 2011 Creative credits: Internal marketing team; Elevator Agency Why we liked it: In short, more workplace humor—one of the joys of b-to-b ads. Employees in a nondescript office with rows of cubicles are ecstatic when they learn they'll receive tablets as part of a company effort to streamline work flow. They're thrilled they'll be able to take notes, write emails and make spreadsheets, but the party comes to an abrupt end when they realize they can't print. They quickly spiral into hysterics, with one employee screaming, “It's not working!” as he attempts to photocopy the tablet. Their savior—a world-weary IT type sporting a beard and glasses—steadily makes his way down the aisle and plugs in the Lantronix xPrintServer, instantly enabling his exasperated co-workers to print. They erupt into cheers, and the IT guy simply rolls his eyes. Voice-over and a printed sheet deliver the perfect copy: “xPrintServer. Open it. Plug it in. Print.” It's short, well-produced and spot-on—a real cause for jubilation.
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