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Canon To Take On Xerox Via New DCA Ads

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In an effort to steal market share from leader Xerox, Canon USA will launch four new copier and printer products this fall backed by nearly $25 million in ads from DCA Advertising.
The product-focused work builds on Canon's current "Image Anyware" campaign, a series of black-and-white spots that spoofed office angst about noncommunicative machines and positioned Canon as a digital "systems solutions" company. DCA's new ads, which break in October, retain the "Image Anywhere" tagline and tout the GP600 high-volume, digital multi-function networking copier.
"We have two [creative options] currently on the table," said Bill Cronin, vice president of Canon's Imaging Systems Group in Lake Success, N.Y. The black-and-white approach is one choice, but "we may switch to shooting the campaign in color. Either way, you can expect a sense of humor."
With launch of the GP series, the NP9120 high-volume copier and the LBP network laser printers, Canon enters three new product categories. The client is aiming for a 20 percent share in each of these segments by the end of 2000, according to Canon chief executive Haruo Murase.
For the launch of its CLC 2400 high-speed color copier, three new spots break in September, also with the "Image Anyware" theme. In one, a man gives his lover a bouquet of roses. A voiceover intones: "The color of love, one of the colors between the colors created by Canon. Its only competition is reality." Canon is established in the high-speed color copier market. --with Tobi Elkin