JWT London, Canon Go Skijoring in Winter Spot

By Erik Oster 

JWT London launched a winter-celebrating spot for Canon featuring skijoring (yeah, we didn’t know what it was either), a sport where a person on skis is pulled by a horse.

Entitled “Come and See,” the 90-second ad depicts 55-year old skijoring world champion Franco Moro on a run (or whatever you call a skijoring session) in in the snows of Patagonia, Argentina. Relying on the novelty of the sport to most viewers and beautiful winter imagery, as captured by director Marcus Söderlund, the ad eschews voiceover and overt branding, instead delivering the message “Come and See” followed by the Canon logo, at the spot’s conclusion. 

JWT London creative director Adam Scholes told Fast Company the brief from Canon was a simple one: to inspire viewers to share images with Canon this upcoming winter. “We wanted to show winter in all its rawness and spikines,” he told the publication. “Not only because it provides a stunning backdrop, but also to stand out in stark contrast to the soft, fluffy Christmas content showing people sitting around in Christmas jumpers eating mince pies by the fire.”

With all the holiday ads we’ve waded through, and with plenty more to come, “Come and See” is certainly a welcome change of pace.