Smashy smashy

Got rage? Brother is by your side.

Most people have been in a situation where they which they could (or do) rage out and give their crappy printer the Office Space treatment. You know, taking it out to a remote location and smashing it to bits to the satisfying beats of “Still’” by the Geto Boys. Of course, then you need a superior replacement. Not to worry. Office machines brand Brother’s got your back. The above video and the print ads below, developed by Cossette Montreal, shows a selection of doomed faulty printers and fax machines meeting horribly disfiguring ends at the hands of disgruntled owners/operators. The tagline is “Brother at your side,” and the campaign directs newly printer-less peeps to a place where they can finally find a printer that appreciates them.


advertiser: Brother Canada
agency: Cossette, Montréal, Canada
CDs: Antoine Bécotte, Michel De Lauw
ADs: Julien de Preux, Maxime Sauté, Cyril Drouot
copywriters: Anne-Laure Naumowicz, Rachel Abrams
illustrator: SHED
photographer: Christian Blais
agency producer: Maryse Beauregard
account director: Sébastien David
account managers: Andrew Mumford, Marianne Poirier