Going to be glued to a printed commercial? Probably not. How about a robot channelling ’70s disco, pushing all the floor buttons in an elevator and cooling off in the fridge? BETC Havas and Epson’s Toner Printer Madness, makes you pay attention to its unique proposition – no toner in its business printing portfolio.

The commercial highlights the environmental impact of toner-based printing using entertaining fun and an unexpected character, a toner printer “agent of chaos” that goes out of control, causing damage without anyone noticing. The campaign encourages its audience to rethink practices that have become commonplace, particularly in corporate environments.

According to data shared by Epson, more than 17 billion toner cartridges have been manufactured worldwide, while approximately 375 million are discarded every year. To put this impact into perspective, the campaign compares the annual volume of toner consumed to the equivalent of 246 billion plastic straws, 20 billion plastic bags or 5 billion plastic bottles.

“Many organisations still fail to account for the impact of everyday office decisions. With the Toner Printer Madness campaign, we want to raise awareness among businesses across Latin America about the urgent need to adopt more responsible printing habits and transition to toner-free alternatives, bringing operational efficiency and innovation in line with concrete sustainability goals,” stated Cinthia de Araújo, head of marketing at Epson Latin America.

“We wanted to draw attention to a serious issue that matters to the planet, but do so in a light-hearted, entertaining way that would genuinely engage people, while positioning Epson’s technology as part of the solution. To achieve this, we combined artificial intelligence with sophisticated audiovisual production techniques, placing great emphasis on craft and execution quality. The result is a campaign that brings creativity, technology and a relevant message together in a fun and unexpected way,” added Camila Nakagawa, CEO of BETC Havas.

The film was developed by Maverick AI Filmmaking combining AI tools with audiovisual storytelling. The campaign will run across Latin America, primarily through social media and digital media channels, with versions in Portuguese, Spanish and English.