Leo Burnett Sydney launches new campaign for Canon showcasing its TruCapture technology
Canon Australia, via Leo Burnett Sydney, launched its new Canon Digital Camera campaign earlier this month with the national airing of its “TruCapture” TV commercial on channels Seven and Ten.
The $5m campaign, which includes TV, print, online and in-store activations, showcases how Canon’s TruCapture technology allows you to take photos that are so ‘true-to-life’ they transport you back to the moment.
Together with production company The Otto Empire, the TV commercial was shot entirely on Canon EOS 5D Mark II and EOS 7D digital SLR cameras, equipped with Full HD movie recording.
“We know that capturing better quality images is the single-most important consideration for people in the market for a new digital camera. They’re interested in true-to-life results; not the technology specifications that make it happen,” said Darren Ryan, General Manager Consumer Marketing, Canon Australia. “Canon’s heritage in developing the world’s best optics and other core components is well known and a strategic advantage for us in the market; this campaign simplifies the message for the consumer based on what they want to achieve.”
According to Ryan, Canon’s ability to understand and then respond to consumer and market demands has enabled the company to maintain its long-term position as the market leader for fixed lens and DSLR cameras, with nearly one in every three dollars spent on a camera in Australia in 2010 being spent on a Canon*1.
“Our campaigns aim to address consumer issues and drive change in our categories,” continued Ryan. “Our research has clearly 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*2 answers this need, and we will communicate this simply and in meaningful ways at each touchpoint.”
22 Comments
How do you comment this shite?
And the idea is where? Utter shite.
Nice to see that animatics turned into shit ‘happy lifestyle’ ads are still getting made these days
To slightly misquote Andy at Adfest “It’s almost as if Burnetts were so tortured when they were making it, they wanted to torture the blog by making them watch it too.”
Oh, and congratulations on typing in ‘pictures’ into iTunes and essentially buying the first track that popped up.
So 2:45pm, just to be clear, you don’t like it then?
Junket wallpaper problem
About as uninspiring as it gets really. For a client who holds the high ground in digital photography with the same tools that were used to shoot the spot, what we get from Burnetts and Otto is a commercial that no matter what you think of the idea should at least be beautiful to look at, shouldn’t it?
Compare this “Pictures of you, me, and whomever” to Ian MacKenzie’s Konica Minolta work from a few years back, and you’ll see just how ordinary this work truly is.
http://www.paydirtpictures.tv/director/iain-mackenzie/mud.html
The vision, the music, the idea, the execution, just about everything, at every level makes this effort look amateurish. Too bad, another missed opportunity.
Fast toward to next year’s award shows when suddenly there’s a shit load of content to go with this drivel that nobody ever saw or interacted with.
Am I missing something?
The ad does a generic job for photography, neglecting to add that the entire commercial was shot on consumer level Canon cameras.
One would have thought that was a rather important part of the story.
But hey, everyone got a jolly and the client’s obviously been staying at the Hyatt all over the World so fuck it eh?
Nice category ad…
“Buy a camera, and you can have pictures on your wall.”
At least their previous stuff seemed to have a strategy – this has nothing. Would love to see which suit and planner is credited with this.
I for one am finally glad Canon has released a camera that produces ‘true to life’ images, I was getting rather tired of my camera always portraying me as a caricature.
Worst decision is definitely using that song though.
far out this anonymous commenting on your site results in all this bitchy commenting with no accountability – obviously a few wanna be ad peeps on here.
Wow! When they tell you it’s a bitchy industry – they’re not kidding.
I think you’ll see there are no comments from Andy or the team – they would be keeping their distance from this I’m sure.
“It’s almost as if Burnetts were so tortured when they were making it, they wanted to torture the blog by making them watch it too.”
: ) Nice That one really was Funny. If it was only that easy to torture CB bloggers.
far out this anonymous commenting on your site results in all this bitchy commenting with no accountability – obviously a few wanna be ad peeps on here.
I’m sick of these myths.
Anonymity is not the cause of the negative comments. The fact that this ad is very bad is the cause of the negative comments.
And it’s too easy to blame ‘wannabe ad peeps.’ There’s no reason why newbies should be more negative than seniors. The people I know who read and comment on this site encompass every level – from juniors to ECD’s.
And don’t knock anonymity, you tool. Without it, people wouldn’t be able to state their true feelings (no one wants to risk offending a CD they might need a job from in 3 months time)
@ 9.20 am March 17th.
In case you didn’t see it, this article supports your comments.
http://www.smh.com.au/technology/technology-news/facebook-model-totally-wrong-4chan-founder-20110316-1bwdm.html
And this one doesn’t:
http://www.slate.com/id/2287739/
souless
yep minolta adman has a point
there’s nothing in that ad that demonstrates true to life pictures
Total rip of ‘Pictures of You’ TAC campaign.
Only there’s no double meaning, it’s just regular pictures.