‘We help well known brands do what they do best‘ is a common theme when it comes to corporate advertising. The objective is to associate Brand X (usually a smaller or lesser known brand) to with Brand Y (a large, well known brand of repute) and hope that there is a positive rub-off on the former.
A campaign running in the latest issue of HBR for Xerox caught my attention. Released first in 2010, the campaign ‘explores how Xerox helps iconic brands with business process and document management, freeing them to focus on what matters most – their real business’. Xerox, a well-known brand was associated with photocopying first and then with ‘document management’. I guess conveying that they are also about IT Outsourcing, Customer Care and so on warranted an association with other brands.
What I liked was the juxtaposition of well-known characters from iconic brand companies and dramatizing the mundane business processes they could be doing, at the cost of their real job. The campaign involves a website and a TV campaign too; but the print ads were the stand outs for me.