Advertising in the office machines category is rarely interesting, unless you find images of beige boxes and smiling corporate drones to be compelling stuff.
Our client, Mita, wasn’t the biggest copier and fax company. They needed something dramatic and unusual to help open the doors for their salespeople. So our team positioned Mita’s copiers as something better than the stone-age technology companies were stuck with.
P.S. All the dinosaur voices in the commercial were friends of mine at Lord Dentsu and Partners advertising. We needed voices for a scratch track during the production and never intended to use them in the final spot. But everyone — including the client — ended up loving the character of the original voices so we never replaced them.