At Super Bowl XI in 1977, Xerox aired an advertisement entitled "Monks"; starring Jack Eagle as Brother Dominic—a monk discovering that he could create copies of a manuscript using a new Xerox photocopier. Y&R New York's CEO Leslie Sims described "Monks" as being the "first viral ad," explaining that it "was the first commercial that got people to request to see it again on TV." To mark its 40th anniversary, a remake of the "Monks" ad premiered in January 2017 (although not as a Super Bowl ad), which updated its premise to feature the company's modern product line.
