JSM+ Breaks Ads for Canon Software

JSM+ Communications has created a humorous campaign touting Canon Software Publishing’s three new software titles. Billings are $1-2 million.
The print component of the campaign broke last week in The Wall Street Journal. Three new ads support WebRecord Research Pro, OfficeReady and Design Essentials Business Image. Web site banners are also part of the effort.
The ad for Research Pro shows the program’s box cover, along with the headline, “The most exciting thing to hit research since the Dewey Decimal System.” Text below describes what the software can do, suggesting it can become “your new personal research assistant” by retrieving Web site data, arranging Web pages and customizing layouts. The text ends with the kicker, “So long Dewey. And take that microfiche with you.”
The agency has learned two things in selling software, said Mark Patton, executive vice president and creative director at the Santa Monica, Calif., shop. “You can’t sell software if you don’t show the packaging, and [you have to] say something about the product and what it would do for the consumer. People will see that [these programs] will make their lives easier.”
The headline for the Design Essentials ad reads, “Makes your business image look three thousand times more professional. Seriously. We measured it.” Copy for the OfficeReady program tempts the consumer with “Appealing business documents in seconds. If you weren’t already the boss, you’d probably get a promotion.”
The ads are also appearing in Martha Stewart Living and Fast Company, as well as in business publications.
JSM+, which also counts Canon Computer Systems as a client, has handled Costa Mesa, Calif.-based Canon Software Publishing since the company’s inception early last year.