As I type this, I feel I am a part of the IOS problem. It’s a funny little parody from Xerox reflecting the information overload problem most people in the office feel today. More information is power, too much turns us into potatoes.

From a Civil Branding view, the spot does engage us and poke fun at a serious problem (I think I only have my client’s attention half the time if there is a crack-berry in the room). Xerox is trading on its historical innovation credentials to promise a solution out of this information conundrum. No attempt is made to sell a product, simply communicate an idea: capitalising on a refreshingly popular trend.