Product : Brother 'Office'
Agency : E-graphics / TBWA
This commercial was something of a different departure for Brother insofar as the brief was to present realism as opposed to taking a more stereotyped glossy approach.. More

Product : Brother 'Office'
Agency : E-graphics / TBWA
Director: Ian Sciacaluga

This commercial was something of a different departure for Brother insofar as the brief was to present realism as opposed to taking a more stereotyped glossy approach.

This involved quite exacting art direction in terms of presenting the ‘before and after’. The home office environment created had to be credible as an overcrowded piecemeal office, avoiding the temptation thereafter to do a room makeover as opposed to presenting the same office made suddenly much more spacious and efficient.

Director’s comment:

“I was trying to go for a droll European style of comedy by casting a character who would behave almost politely to the obstacles that confront him as he squeezes into his office. In this way, the camera could pick up some very funny and sympathetic reactions. My favourite moment is when the old machines disappear and the man falls into the empty room.

His surprised look, coupled with a stationery holder that topples belatedly on top of him, sums up the drollness I was striving for.” Ian Sciacaluga