Canon’s range of point-and-shoot cameras is returning to television for
the first time in six years this weekend with a new pounds 2 million
campaign devised by Grey London.
Two 20-second commercials form the backbone of the campaign, which is
designed to cement the Canon Sure Shot’s newly acquired position as
market leader in the compact camera market. Both spots will break on
Central this Saturday with a national roll-out planned for the autumn.
Each execution features unlikely moments captured on film, with the
line: ‘You can never be sure what you’ll see, but you can always be sure
of a Sure Shot.’
The first ad shows a zookeeper scanning a newspaper while an owl perches
on his shoulder and appears to do some reading too.
The second film features an aircraft engineer waving in a flight.
Instead of an aircraft, however, we see a bird wander into view as the
engineer is going through the arm movements, so that the incoming flight
appears to be nothing but the arrival of a pigeon. Both commercials were
directed by Trevor Melvin through the production company, Blink.
Michael Richards, the account director in charge of Canon at Grey,
explained that the theme introduced in these commercials - which were
art directed by Chris Sainsbury and written by Chris Waite - would be
continued later in the year in new spots advertising Canon’s new
Advanced Photo System camera.
‘We will make new commercials which will take the idea further,’ he
said, ‘maybe even a little bit more risque.’
Media planning and buying for the campaign was run by Del Ran Dhawa at
MediaCom. The aim is to use high-rating slots to reach as many of the
target market of 20- to 40-year-olds as possible in a short space of
Canon has been increasing its share of the compact camera market, where
it now offers a wide range of cameras costing up to about pounds 300
Six months ago it took the top spot in both volume and value, pushing
its rival, Olympus, into the number two position.