Canon unveils $5m campaign for TruCapture technology
Canon has launched a $5 million TV, print, online and in-store campaign for its new ‘true-to-life’ digital camera technology, TruCapture. The campaign was created by Leo Burnett.
(Video removed over music rights issue)
The production company behind the TV spot was The Otto Empire, which used Canon EOS 5D Mark II and EOS 7D digital SLR cameras.
Darren Ryan, general manager consumer marketing, Canon Australia, said: “Our campaigns aim to address consumer issues and drive change in our categories. Our research has shown that consumers are generally dissatisfied with the image quality of their digital cameras in poor light or difficult shooting conditions – yet they want a digital camera that’s simple and easy to use.”
“TruCapture answers this need, and we will communicate this simply and in meaningful ways at each touchpoint.”
The campaign follows last year’s ‘photochains’ campaign, which won the 2010 Cannes Lions Media Grand Prix for the Canon EOS.
I remember trying to connect to http://www.canon.com.au/worldofeos using a QR code I saw at a bus stop….only to be met with a flash page. news..iphones dont use flash!
And this won an award?
I hope this campaign is better thought out in terms of technology and digital.
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Nice category ad…
“Buy a camera, and you can have pictures on your wall.”
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am I missing something?
this appears to be the horribly cliched ‘slice of life product demonstration’ with an uplifting soundtrack that we’ve seen ten thousand million times before.
given LB’s track record on Canon, shouldn’t we be expecting more than this?
fail
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seems to me that the only issue this ad addresses is the agency’s question of how do we scam some junkets on a client
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They’ve completely lost the magic. Did they have a strategist? Did they have a suit?? It’s almost like the client made the ad themselves.
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I think the fact that there are no agency credits says it all. If it were any good there would be a long list of people wanting to get their name on any PR. Looks like the client wrote it.
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