Business jargon is hilarious, no question. So are all the other buzzwords specific to various groups…

…Noting this has made comedy filmmakers, Tripp and Tyler, YouTube superstars.

And borrowing their concept was a somewhat clever idea by FleishmanHillard, who attached buzzword parody films to the launch of Avaya’s dictionary for business buzzwords – which, in turn, drew attention to Avaya’s purpose as a purpose as “…a company that’s open-minded and one that provides seamless, effortless interconnections among people and businesses.” 

Now Y&R New York has appropriated the idea of the buzzword parody for its first Xerox work in two years.

In the launch spot, Xerox shows the challenges of a senior-level decision maker—Xerox’s target demographic—overwhelmed by the buzzwords of today (that represent the technology of today). The story, underlined by the Baby Boomers’ classic song, Everybody’s Talking At Me (by Harry Nilsson in 1969) leads to the Xerox campaign line, work can work better.

“At its core [the line] is not about Xerox, it’s our view of a dialog that needs to be had today in a world where there’s a cacophony of tech solutions sort of chasing problems,” John Kennedy, Xerox chief marketing officer, commented.

The spot Takes Xerox in a new direction – emphasising its business solutions and how the brand can help business people manage the confusion of new tech.

The campaign’s other aim is to bring Xerox up to date in the minds of its business audience. The 30 second spot is running (aptly) on ABC This Week, CBS’ Sunday Morning, Face The Nation and 60 Minutes, Fox News Sunday and NBC’s Meet the Press.

Print ads are running in Forbes, The Wall Street Journal and other business media.

Outdoor launched at the U.S. Open, for which Xerox is a sponsor.

Four 15 second spots, focusing on Xerox’s work in the customer care, human resources, transportation and health care spaces, will be added to the campaign during the month.

A revamped website was developed by VML and Velocity. This will be phased out globally following the launch of the campaign in the US (and the UK shortly after).