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Brother ‘141 per cent’ advert

Agency: Grey London

Client: Brother

Printing technology specialist Brother is to launch its new TV advertising targeting small and medium size businesses this month.

Brother has worked with Grey London to develop the €10m multi-channel ‘141%’ campaign, which promotes the brand’s A3 Inkjet printer range and will run in 19 European countries, with media buying support from MPG International.

“This is the first time we’ve undertaken a Europe-wide TV advertising campaign and we wanted to ensure a strong impact. Grey hit the spot with their understanding of our target market and creative approach, which draws on the aspirational elements of the product offering,” said European Marketing Communications Manager, Brother Europe, Antony Peart.

The creative theme is 141% - reflecting the size of A3 versus A4 prints. It emphasises the impact of printing A3 and brings to life the ambition of people who work in small to medium-sized businesses. #

Director, Noah Harris, led the creation of three television spots - the first of which is due to be screened in the UK on 13 September. Using a combination of stop frame and time lapse techniques, the work puts the printer and thousands of A3 sheets of paper front and centre.

The campaign also includes online and print advertising, and will be backed by retailer POS and a pan-European PR campaign.

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