Canon: More To Us Than Cameras

Canon is a brand many consumers associate with digital cameras. But the company wants to remind business executives that it’s still a major player in office products, and this week—via a $30 million effort by DCA Advertising—it hopes to show business users how good they’ll feel after using Canon Imaging Systems Group offerings.

The TV, print and online campaign is the third effort to carry the 18-month tagline, “Not business as usual,” said Gail Esbin, director of advertising, branding and marketing communications. The first and second legs focused on imaging problems and Canon’s solution, while “this part relays the success and confidence that a customer feels by using Canon products,” noted Esbin.

The launch spot, titled “New Day,” focuses on the workday—from the commute to leaving the office—and includes a sweeping sunrise view of New York Harbor as the Staten Island Ferry heads toward Manhattan. The spot ends with the voiceover: “Canon helps people work the way they need to, so the end of the day is as good as the beginning.”

According to Neal Gomberg, creative director on the Canon account at Dentsu’s DCA in New York, the goal was to give the ad an optimistic and anthemic feel.

Office equipment represents about 70 percent of the Lake Success, N.Y.-based company’s revenue of almost $30 billion globally in 2003. Canon’s imaging division spent $70 million on advertising in 2003, according to TNS Media Intelligence/CMR.