I just saw a commercial for Brother Printers that left me saying oh brother.
It appears that Brother is trying to break into the office automation space with a line of business line copiers and scanners. So they have and advertising campaign. I’d say they hired the wrong agency.
The ad opens with an office situation; a man and woman struggling with delays in printing for their huge print jobs. The script suggests they are waiting for 200 and 500 page print jobs. The maintenance man in a janitor uniform, says “I thought we had this thing fixed”. And the woman waiting for 500 pages snaps in a nasty tone, “yea but it does not stay fixed”. So reliability is the motivation Brother is using for you to buy a print solution. Yet somehow, the decision makers do not connect with the nasty woman’s sentiment.
But the ads primary failure is in the target. Who are they talking to. They should be talking to the printer pruchase decision maker. The ad seems intent on ignoring the suggestion of an IT guy. Every business that will want to buy a Brother printer already has computers. Those computers need someone to help with their configuration and maintenance. These same people are generally very influential in the purchasing decisions for things like computers and printers. After the product and service is described the ad ends with the janitors voice over, “somebody spilled coffee in here”. That is how you are left. My take away was… “so Brother printers are coffee proof”? The ad leaves the decision maker pissed at the woman, not motivated to google Brother.
It is a silly ad and is not effective with connecting reliability to Brother printers.
Richie Out!