Canon Pushes 'Boundaries' in This Gorgeously Lit Commercial Aimed at Younger Viewers

A plea to 'Live for the Story'

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Can Canon convince a generation reared on smartphone photography to put its cameras in the picture?

“Live for the Story,” the brand’s first big Europe, Middle East and Africa (EMEA) campaign from VCCP London, begins with “Boundaries,” an impressive 60-second spot that follows a spunky lad as he grows into a high-spirited young man determined to enjoy each day to the fullest:

Yeah, it’s cool to chase horses in the middle of the night. (Did the dude spook them by using a flash camera? That would explain the long faces.)

“You have to take an active role and put yourself in a place where great stories can happen,” VCCP senior creative Seb Housden tells Adweek.



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