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Canon U.S.A. Showcases Both EOS Rebel and Powershot Camera Brands In Two New Advertising Campaigns


First of the Two Campaigns: Canon Flexes Its Imaging Muscle By Shooting New EOS Rebel TV Commercial Using Canon Professional SLR Cameras

In full support of the Company’s two leading digital camera brands, Canon U.S.A., Inc., a leader in digital imaging technology, today launched the first of two new television commercials to support the Canon EOS Rebel and Canon PowerShot digital camera lines. The first television spot, “Journey,” focuses on the EOS Rebel XSi and was shot primarily with Canon EOS-1D Mark III professional digital SLR cameras. The Rebel XSi commercial uses a unique technology that blends individual digital still photographs into a “picture-trail” motion commercial. The latest PowerShot commercial, set to air in early June, will continue to feature Maria Sharapova and her charismatic puppy, “Dolce.” A fan favorite, Dolce will once again grace the audience with commentary and inner-thought monologues expressing his excitement of having his picture taken while Maria photographs him both on and off the court. An additional behind-the-scenes spot featuring Dolce’s narration will be featured online shortly after the commercial airing.

“Canon will fully support both of the Company’s top camera brands with their own integrated advertising campaigns for both, showcasing the diversity and fun of different spectrums of digital photography,” said Yuichi Ishizuka, senior vice president and general manager of the Consumer Imaging Group at Canon U.S.A., Inc. “We are very proud of the messages conveyed in both of our ad campaigns, illustrating the journey our customers take with our brand, and the enjoyment they experience using our PowerShot and Rebel cameras in their daily lives.”

For “Journey,” the new EOS Rebel XSi television commercial, Canon did something innovative with professional digital cameras. Tapping into the creative talents at Grey New York, the advertising team crafted the idea of shooting nearly an entire television commercial using Canon digital still cameras. After the first few seconds of film footage, the commercial goes through a blending of still images stitched together to give the impression of motion. Shot with the Canon EOS-1D Mark III digital SLR camera, the latest Rebel spot shows professionals and amateurs alike the performance of Canon cameras. Over 70,000 still photos taken by 10 different photographers were shot over the course of the entire shoot, a true testament to the power of Canon’s EOS-1D Mark III SLR cameras. Focusing on Canon’s 25-year NFL sponsorship, the longest running sponsorship in NFL history to date, the new Rebel commercial follows a single football play, from the hike of the ball to the touchdown, through the eye of the camera lens as it journeys from a backyard to a touch football game, all the way to an NFL game. The end result is a unique and vibrant “picture-trail” motion commercial that opens the door to a new creative still photography technique as well as illustrates the fun and enjoyment of starting off on the right foot and growing with Canon technology as a customer’s photography skills evolve.

“The idea is simply about the power of great photography,” said Grey New York’s chief creative officer Tor Myhren. “In this spot, the journey is the destination. Edited together, the shots made for a compelling story. But each single Canon photograph is also a piece of art in itself. You can freeze this ad at any given moment and find a photo that you’d probably like to blow up, frame and put on your wall.”

Anonymous Content director Andrew Douglas commented on his involvement, “This was one of those special assignments where Tor and his Grey team penned a really solid story idea, then allowed us the freedom and opportunity to stretch that core idea to create something visually compelling.”

“Suite,” the new 30-second spot featuring Maria Sharapova follows the successful “Banter” and “Dolce” commercials that debuted in 2007. In the execution, the PowerShot SD1100 IS Digital ELPH camera enables Maria to indulge her passion and joy of photography, personified by her efforts to capture her Pomeranian dog Dolce’s every move. The latest spot, created by New York-based Dentsu America, was shot in Los Angeles, CA. and places Maria in a variety of situations, primarily off the court. This spot helps to reinforce the Canon PowerShot brand’s positioning of substance and style, as well as personalization.

“Being part of another Canon campaign, it is amazing to see how both Canon and I continue to evolve and work together,” said Maria Sharapova. “As my career grows, I am traveling more and more, and my PowerShot is with me everywhere I go. Having it with me means that I can upload images to my blog, and share what I am up to with friends and family.”

According to Mike Wilson, chief creative officer, Dentsu America, “It’s always very difficult, in advertising, to weave a photographic subject into the story -- one that’s clearly special to the photographer and that viewers can relate to and empathize with.” Wilson continued, “It’s obvious to everyone that Maria can’t get enough of Dolce and, despite his protests, that he can’t get enough of the limelight. This is round two -- Maria gets the shots she wants with her new PowerShot. And, the whole thing is fun like photography’s supposed to be.”

The new EOS Rebel XSi campaign will encompass television, print and interactive executions to reach the broad sweeping digital SLR photography audience. The new Rebel commercial is scheduled on high profile programs on ABC, NBC, CBS and Fox as well as cable broadcasts.

The new PowerShot integrated campaign will encompass television, print and interactive executions that reaffirm Canon’s relationship with and commitment to linking the PowerShot digital camera brand to Maria Sharapova and the joy of photography. “Suite” will launch in early June on a collection of high-profile national television outlets, both network and cable. “Suite” is scheduled to air on the Late Show with David Letterman, Conan O’Brien, Wimbledon and the French Open, as well as on a variety of the highest-rated cable networks.


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