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.
So if I buy a Pixma, I can be a complete loser just like Cliff? Sign me up!
How is it that so many smart people can be involved in something that stinks so badly?
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woeful
not much care here from the agency
makes small business owners look like losers
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there’s so much wrong with this ad. saw a bit too much of the Telstra small business guy (Ern?) but done in a much less sympathetic and engaging way.
Paints small business people as losers working from home and living with parents, and tries to tell me that a good printer will make up for my crappy ideas/ads/brochures.
Clearly done by a corporate ad agency for a corporate client who wouldn’t know the first thing about running a small business and what speaks to us.
But here’s a tip, taking the piss doesn’t cut it.
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Thank God their printers are better than their ads!
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True story: I have met Cliff and shared a meal with him: even got a go on his Segway. Nice guy.
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A cool way to present dry technology. The technique used by the ad is called “humour”. I imagine the character is not meant to be taken literally…
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Cliff is a Gun!
I just love the way he acts out this role for this campaign. Very Professional Unit!!
Would love to use him for my own marketing stuff. How can I get in contact with him or his agency?
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i had the fucking pixma ads! i hate it!
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