NEW YORK In a $10 million campaign from DCA Advertising, Canon employs singer and songwriter Jewel to communicate that its digital camera products can slow the march of time.
A series of rapid vignettes depicts the birth of a child, a pee-wee football game, retirees seeing the country in an RV and other people caught up in life's big moments. Time slows when a picture is taken, allowing the participants to stand back and remember the experience that may pass too quickly.
"We wanted to show people how important photos are in their lives and that's why you want to trust someone like Canon," said Max Terry, vice president and management supervisor at the New York agency.
During the ad, Jewel sings, "Paint a picture in your mind/Nothing is crueler than the passing of time." Jewel returns to her folkie roots in the theme song she wrote for the campaign. She goes on to sing, "Please say you'll stay forever this way."
A voiceover explains, "Pictures. One of the only things powerful enough to slow us down, and no one makes it easier to shoot, connect and print than Canon."
"Canon. Know how" is the tagline that concludes the spot.
The campaign breaks on Thanksgiving and will run on national cable with high-profile buys on prime-time and National Football League telecasts in major markets. The effort is part of a larger Canon media blitz that includes a $5 million print and TV push for its CP-300 digital photo printer.