She responded by greenlighting a multimillion-dollar marketing campaign -- its flashiest ever -- to help rebrand Xerox as a services company. Its TV commercials now feature Notre Dame athletics and Ducati motorbikes turning to Xerox to run their back offices, a far cry from its previous Super Bowl spots about color printing. Executives within Xerox, regardless of criticism by investors that the transformation is moving too slowly, say that the Xerox-ACS deal is paying dividends when it comes to winning new business. Lynn Blodgett, who is running the ACS division within Xerox, pointed to a recent pitch to manage the mailroom, transactions and data entry services for NADRO, a Mexican pharmaceutical company. A long shot to win the account, ACS had Xerox executives make calls in hopes NADRO would reconsider -- which it did. The Xerox brand name has been a real door-opener for us, Blodgett said.