Grey Takes New Shots For Canon

Grey Advertising will bow the first unified branding effort for all of Canon USA’s cameras in November with a campaign that adds the new line, “What a shot.”
The new theme and campaign evolved from the insight that “pride” and “recognition” are important motivators for all camera users, whether they are point-and-shoot neophytes or professionals, said Hy Rosen, Grey senior vice president, creative director. Rosen authored the campaign with Tony Pugliese, who holds the same title.
Seven commercials slated for network and cable TV revolve largely around slice-of-life scenes in which consumers use Canon’s diverse line of cameras. In the spots, the photographers are complimented for their pictures. “What a shot” is followed by the established tagline, “Canon. So advanced it’s simple.”
Ads touting the Sure Shot line include images of a mother in a bathrobe taking snapshots of her husband cuddling their baby and two cute kids eating watermelon being photographed by an older woman, presumably a grandmother.
“We’ve added emotion to an advertising category that generally doesn’t have it,” said Rosen.
The campaign also includes Canon’s first-ever spot showing all of its cameras. An outdoor wedding by the beach is used to show off the client’s range of models from low-end to premium cameras.
An earlier spot, starring longtime spokesman Andre Agassi as a Western gunslinger, is airing during U.S. Open tennis coverage. Canon has relied upon Agassi to convey an air of defiance around its Rebel models.
The print component of the campaign is set for November photography books, newsweeklies and men’s publications. Canon spent nearly $25 million on its cameras last year, per Competitive Media Reporting.
The client, like its rivals, hopes to increase sales of its less expensive models by furthering penetration into mass-market channels such as drugstores and Kmart with its Elph LT, for example. –with Tobi Elkin