• by Aaron Baar , July 2, 2013

Brother International looks to prove to small business owners that great things can come a small printer in a new national direct-response campaign running on national cable outlets. 

The new effort, from Hawthorne Direct and PJA Advertising, looks to dispel the myths that smaller printers can’t do the same job as their larger counterparts. The commercials, running in 1- and 2-minute versions, begin with a man reviewing the wide array of printers available in an office supply store. It goes on to show how the Brother printers can do everything the larger ones do, including printing from mobile devices and printing 11-inch x 17-inch documents. The commercials also showcase the printers’ small size (35% smaller than competitors) and high-volume capabilities. “It’s the ultimate combination,” says a voiceover. “Fast print speed, small size and low-cost printing.”

The commercials run with the theme, “Nobody Said.” 

“The DRTV commercial touts the new Business Smart inkjet all-in-one series from Brother as being the fastest in its class and smallest in its class,” a representative for the campaign tells Marketing Daily. “‘Nobody Said’ you couldn’t have it all.”

The commercials are Brother’s first entry into the world of direct-response television, according to the representative. The longer format provided by DRTV gives the company a chance to better educate consumers about the product, while also giving ample time to drive them to the company’s website for more information. 

“DRTV was an innovative advertising approach for Brother affording them with more time to educate the consumer and differentiate themselves from the competition,” the rep says. “The DRTV commercials protected and further enhanced Brother’s advertising via brand response television, supporting the amazing brand, consumer confidence and quality products that Brother is known for.”