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TECHNOLOGY MARKETING;LANDMARK CAMPAIGNS;WHEN PREACHING TO THE MASSES, XEROX PUTS ITS FAITH IN THE HANDS OF BROTHER DOMINIC;"BROTHER DOMINIC"

Published on .

Working by candlelight in an austere monastery, Brother Dominic painstakingly hand-letters and illuminates a manuscript, then proudly presents the parchment sheets to his superior, who congratulates him on his good work and then blandly asks for 500 more sets.

No problemo. Dominic hies himself off by bus to his local duplicating shop, where the owner rapidly runs off the copies on Xerox's 9200 duplicating system, whereupon the brother proudly takes them back to his leader. "It's a miracle," the superior says as Dominic piously looks heavenward-or perhaps at the Xerox logo hovering above him on the screen.

This 1976 spot, done in both :60 and :90 versions by Needham, Harper & Steers, helped establish Xerox as "THE document company," and the Brother Dominic character returned in periodic advertising executions.

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