Allen writes (July 2006):
Extracted from ESPN: ESPN's All-Time Best Super Bowl Commercials/2006
Ever since the Super Bowl became the biggest sporting event in the country, the expensive spots have been just as anticipated as -- and sometimes better than -- the games.
So we've compiled our list of the best Super Bowl commercials of all-time. We also asked for your opinion, and we've compiled your choices for the best commercial introduced during a Super Bowl along with a poll to crown the top Super Bowl commercial of all-time.
Here's our list:
4. Xerox: "Monks"
Brother Dominic finishes duplicating an old manuscript, only to learn that the head monk needs 500 more sets. Dominic heads through a secret doorway to a modern-day copy shop where the Xerox 9200 (which can copy at an amazing rate of two pages per second!) does the job for him. He returns to the monastery and delivers the sets in no time. "It's a miracle," the father says. Brother Dominic smirks skyward.
Once an ad has fun with monks, the flood gates of irreverence are open. This spot is the prelude to every boundary-pushing pitch you see now.
I also have a collection the Xerox ads and commercials I created between 1971 and 1982. From "The two-faced copy to "The Memorywtiter." And a vhs of television spots that include "Colodny/Football," a favorite of those who remember. There are countless award-winners in print and TV. Please let me know if you'd be interested in having copies of any of them.
Curator: Bring em on Allen!
More from Allen Kay on the Xerox Monks series:
Most of the Xerox ads from 1971 to 1982 I personally did as Creative Director on the account. The rest were created by members of my team. Regarding the 820, we (for Xerox) also made a short film about the making of the tv spot. We titled it, "The Making of a Monk," as it was at the same time "The Making of a President" was on the best-seller's list. At the end of the film, Jack Eagle, "The Xerox Monk," bites into an apple.
In all, there were six Monk spots shot from 1975-1982. I wasn't aware of any created in Canada, but it's quite possible. The Canadian commercial I know of for the 3100 was called "Mr. Big" and was excellent. Kind of a mafia take-off shot in black and white. The Monks spots produced in the States were:
Other Korey Kay documents related to Xerox advertising:
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