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Brother "puts the hit on inefficiency" with innovative new Television Campaign

11 Apr, 2002

Brother "puts the hit on inefficiency" with innovative new Television Campaign

Brother International Corporation (Canada) Ltd. is on air with a television campaign that takes a humorous look at office equipment inefficiency - and the drastic solutions that might be taken to eliminate "uncooperative" equipment.


The year-long campaign will introduce viewers to Vito and Tony, two "Sopranoesque" characters who will, in a variety of ways, "eliminate" sources of office inefficiency - large centralized printers and copiers that are often inconveniently located, difficult to use, prone to breakdowns, and are often cited as modern day "water coolers" for their propensity for generating line- ups. The central theme - "put the hit on inefficiency" - is meant to drive home the message, that Brother has Work Group Solutions for improving office productivity.


"Today's office environment is fast paced, dynamic and responsive to competition," says Martin Featherston, Vice-President, Sales and Marketing. "This means office equipment must be able to meet the needs of the work environment - one that is increasingly made up of fluid teams and smaller groups, all of which have a need for machines that balance efficiency and cost effectiveness." With Brother's extensive line of Work Group Solutions products, teams work faster, smarter and more productively by utilizing smaller, less expensive, multifunctional tools.


Now in its third year, Brother's Work Group Solutions concept was designed to focus attention on a rapidly changing work environment by offering top quality office equipment that responds quickly to change while striking a balance between cost effectiveness and overall efficiency. For example, Brother recently introduced the MFC5100c, a 5-in-1 desktop colour fax, printer, copier, scanner and PC fax, which retails for under $500.


Vito and Tony will be introduced in a 30 second spot entitled "Bridge" starting April 4, 2002 in English Canada and April 20th in French Canada. The commercials, produced in English and French, will air during sports programs; hockey, baseball, golf, and football. Bridge will be followed by a four part series of 15 second spots, entitled, "Grave", "Office Hit", "Bureau Job" and "Taking out the Garbage." Cormark MacPhee of Toronto created the campaign.

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