Divinely inspired document management? :-)

By Peter K. Godinez

BrotherDominic1977Editor’s note: Yes, these are ads. But they are clever and the two, done 40 years apart, highlight the enormous improvement in document management technology over time. Yes, other companies besides Xerox can do this, but Xerox was/is a leader in document management.

I got excited about the possibility of these entertaining and nostalgic Xerox commercials from 1977 and 2017.  I actually spent time with Jack Eagle who played Brother Dominic as well as Allen Kay who was the advertising genius who created all the 1977 and beyond commercials.  I reached out to the lady who spearheaded the 2017 version.


The Remake of the 1977 Xerox Brother Dominic Monk (An American Icon) Commercial

In the 1977 (January 9) Super Bowl XI championship, the American Football Conference champion SuperBowl11Oakland Raiders and the National Football Conference champion Minnesota Vikings competed for the National Football League champion for the 1976 season.  The Oakland Raiders would go on to defeat the Vikings 32-14 at the Rose Bowl in Pasadena California.

Quarterbacks Jim Plunkett and Fran Tarkington were not the only super stars of this monumental 1977 venue.  A relatively newcomer,Brother Dominic, a Xerox monk, played by actor Jack Eagle would take the spot light in a one minute commercial aired in Super Bowl XI.  This commercial would go on to be rated in the top 10 list of All-Time Best Super bowl spots and one of the best 25 commercials of the 20th Century.

BroterDominicJack Eagle as Brother Dominic the Xerox Monk

The commercial features a very hard working monk who is painfully creating a very long manuscript by hand.  Upon completion he delightfully delivers it to his “Supervisor Monk” who says he needs 500 more sets.  The Xerox copier comes to the rescue.

Fast forward Forty (40) years, Xerox Corporation launches one of the most popular television ads of all time with a with a modern day twist on the iconic and beloved “Brother Dominic” for the year 2017.  The 2017 Brother Dominic, portrayed by a much younger Xerox monk (actor unknown), must create 500 manuscripts in 35 languages, personalized and distributed across 7 continents. This is quite the contrast to merely asking for 500 copies in 1977.

Both commercials are below (new 2017 one first, followed by 1977) for your viewing pleasure. Brother Dominic must create 500 faithful manuscript copies in 35 languages, personalized and distributed across 7 continents. See how Xerox helps him accomplish a virtual miracle — with digital technology, apps and software to translate, personalize and securely share his document…and even print it on a coffee mug!

2017 “Set the Page Free”   1977 “It’s a Miracle”     

basneybarbaraThis 2017 tagline, “Set the page free,” is a clear allusion to Xerox’ heritage and gives us that permission to live in both an analog and digital world, said Barbara Basney, global brand VP-advertising and media at Xerox.

Barbara Basney is currently responsible for Xerox brand and product advertising, including both traditional and digital media, with a focus on integrating social, native and content into the media mix.

What a great way to let my fellow Citizens of Ventura County know this by introducing them to the Xerox Monk Brother Dominic from 1977 and 2017.



GodinezPeter K. Godinez is a longtime document management professional in the information services industry, as well as a Ambassador of Ventura County who desires to see this community thrive to the best of its abilities and potential.

LinkedIn Profile: https://www.linkedin.com/in/petergodinez







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