The campaign, created by WPP Group's Y&R Advertising, New York, tries to position Xerox as a problem-solving company and employs the tagline "There's a new way to look at it." The company is trying to hype services such as on-demand printing, one-to-one marketing and color printing.
For the past year, Xerox, trying to improve its finances and operations, all but disappeared from the advertising scene.
The new campaign features three spots, one of which tells the story of how Xerox can help businesses personalize documents for customers. Print ads show real Xerox customers talking about the benefits of the company's solutions.
The spots, directed by Joe Pytka, will break during the Phoenix Open golf tournament and will appear during the 2002 Olympic Winter Games on NBC.
Print begins Jan. 29 in business publications.