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Idealog—in the ideas business

Brother rallies round Rally, bringing paper cars to life

Brother, which last month won the naming rights to Rally New Zealand, kicked off its new multi-channel campaign last week, led by a cool new TVC that links its technology with rally driving by bringing a printout of a car to life.

Created by Raydar and SPG/Kaleidoscope, the ad is about as far away as you could get from the Japanese company’s previous TV efforts.

“It’s exciting to work on a campaign that will create such a fundamental shift in advertising for Brother,” says Raydar managing director Darryl McClay. “Much like a rally co-driver, Raydar has worked closely alongside the Brother team to bring the idea to life across the various channels.”

Rally fans can print one of the three rally cars from And as part of the sponsorship, Brother is also updating its existing iPrint&Scan app for iOS and Android to include an augmented reality experience and punters can take part in a virtual racing competition during the upcoming festivities.

“Raydar clearly demonstrated its understanding of the Brother brand and came back with a leading idea that perfectly married our brand attributes of superior technology, innovation and high quality with the sport of rally,” says Graham Walshe, executive chairman of Brother International NZ.

“Their vision was clear and was consistently applied across all mediums – from TV, to the event, to the retail space.”

Raydar, which also works with Frucor Beverages, Kellogg’s, The Laminex Group, Virgin Australia, Wattie’s, Mercedes, 100%, KFC and Pizza Hut, was founded by current MD Darryl McClay 18 years ago and became part of The Clemenger Group in 2010.

Also, just so you know, racecar is our favourite palindrome.

This story originally appeared on StopPress.

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Wow, that is a pretty interesting TVC. When I thought of Brother, I definitely did not associate it with racing or even innovative. But now I see the brand has evolved to compete with other brands such as HP or Canon. I wish more brands would be bold enough to involve into something more, even if there is possibility of failure (BMW swirl flap, anyone?). Calculative risks have to be taken to improve the brand image and the performance of the products.

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