BROTHER BREAKS FIRST MAJOR CORPORATE AD CAMPAIGN
By Adnews Staff
Brother Corp. International (Canada) Ltd. of Toronto broke its first major corporate advertising campaign today in support of its new corporate image. The company, which produces high-technology peripherals such as printers, is going after the small-office-home-office market as well as corporate and government offices. The campaign, called "Nexus", begins today with a 30-second television ad for Brother's Multi-Function Centre, a six-in-one machine that prints, copies, scans, faxes, captures video and talks to computer networks. The spot depicts a number of identical copies of a man, each one demonstrating a feature of the device. It concludes with the tagline "Technology to inspire you." The spot will be seen in southern Ontario from now to mid-May, and again from early September to mid-November. The TV spot will be supported by print ads in national business and news publications beginning March 20. The "Nexus" campaign was created by MacPhee + Partners of Toronto. "Our research showed us that those already using Brother's office products recognize their exceptional quality and value," said agency chairman Stewart MacPhee. "Those who had never used a Brother product were unaware of products like the Multi-Function Centre. The campaign is designed to have real stopping power and to punctuate Brother's position in the high technology marketplace."