Canon Pixma introduces home-working star Cliff Logan

Canon is promoting its Pixma printers through the introduction of Cliff Logan, a man who rises to fame and fortune while working from home. The campaign was created by Leo Burnett Sydney.

Beryl Thomas, Pixma’s brand manager, told Mumbrella: “Advertising in this category tends to be quite dry – it’s all about features, and there’s no human element. Previous Pixma campaigns have tended to be quite quirky and have worked really well.”

This campaign did well in pre-testing, she added. “People could relate to him and his journey to success. He’s not a dry cardboard cut-out character.”

Thomas said that she hoped the campaign would raise brand awareness of Pixma from the 53% achieved in 2010 to 70-80% by the end of this year.

The  campaign includes online, a microsite and print.

Campaigns over the past 12 months have featured a five year old called Clive…

…and a tutorial with a cockney musician.


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