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Ilse Jurriƫn : May 24th 2005 - 14:15 CET

Canon Digital Rebel XT ad focuses on women and NFL

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CanonCanon Digital Rebel XT ad focuses on women and NFL : Tennis court and gridiron action drive two new advertising campaigns from Canon USA Inc. launching this week - one featuring the commercial debut of international tennis superstar Maria Sharapova and the other capturing a dad's maybe-not-so-impossible dream of pro football glory for his son - to support the company's PowerShot and Digital Rebel XT - EOS 350D digital cameras. Canon is expanding its marketing focus to target women by leveraging its existing relationships in both tennis and football. The campaigns highlight Canon's relationships with women in sports, including its sponsorship of Maria Sharapova. In addition, by leveraging its long-time sponsorship with the NFL.
Canon Digital Rebel XT ad focuses on women and NFLCanon digital cameras
Canon reaffirms its commitment to women by bringing together icons in sports while appealing to the emotional and competitive spirit often found in today's women. "Together, these dynamic campaigns help convey Canon's unique combination of style and substance, power and precision, appealing to women while holding the attention of men," said Rick Booth, Director Marketing Services, Consumer Imaging Group, Canon USA Inc. "With Maria Sharapova showing her skills on the court, and a mom snapping pro-quality photos of her pint-sized football player on the field, we're tapping the energy of sports to show consumers that Canon digital cameras make it easy to capture everything that's exciting about life."

Wimbledon champion Maria Sharapova
The new PowerShot TV spot, titled "Practice," features Wimbledon champion and budding pop icon Sharapova taking on a ball-serving machine, revealing that she has created an unexpected picture making moment. Sharapova makes a powerful statement with her forehand and backhand, spelling out the words, "MARIA WAS HERE." The 30-second ad also introduces a new tagline to support the brand: "Make Every Shot a PowerShot." "Practice" was created by DCA Advertising in New York. "Maria Sharapova is a presence both on and off the court," said Doug Fidoten, Executive Vice President, Group Account Director of DCA. "She represents power, performance and style. The same qualities found in the PowerShot line of digital cameras."

Canon PowerShot TV campaign
The PowerShot campaign marks the first phase of a multi-year relationship between Canon and Sharapova, signed last fall that includes global advertising, retail promotions and events. The campaign runs through the end of June. Beginning Sunday night, May 22, "Practice" will air in key Canon spot markets on various high-profile, prime-time season finales such as "Alias," "CSI: Miami," "Cold Case," "Desperate Housewives" and "Law and Order", as well as on top-viewed late night programs such as "The Tonight Show" and "Saturday Night Live". The commercial will also air nationally as part of Canon's on-air sponsorships of the French Open and Wimbledon and beginning on May 23, will appear on top cable networks, such as A&E, The History Channel, TNT, USA, VH1 and ESPN2. A print ad shot by prominent Sports Illustrated photographer and Canon Explorer of Light, Walter Iooss will accompany the launch of "Practice" and can be seen in various high-profile, mass-reach consumer magazines, such as Entertainment Weekly, Newsweek, In-Touch, ESPN The Magazine, and US Weekly.

Canon EOS Digital Rebel XT on the Field
The new Canon EOS Digital Rebel XT campaign is centered on a 30-second TV spot, "Impossible," created by Grey Worldwide, New York. In the ad, as a mom shoots photos of her young son playing football with the 8.0-megapixel, easy-to-use Rebel XT digital camera, dad sees the boy morph from two pee-wee player to pro football icon. The narrator explains that with the camera's ability to capture three frames-per-second, with virtually no delay between shots, the user will never miss the opportunity to "catch the impossible."

Canon official sponsor of the National Football League
"We were going after the emotional highs that every family feels out there on the field," said Rob Hofferman, Senior Vice President of Grey Worldwide. "Dad daydreams about his kid going pro while mom's easy-to-use camera helps her shoot like a pro. Ultimately, it's a combination that every family enjoying and trying to capture that elusive 'sports moment' can relate to." Not only do we address the campaign toward women, but we also target our technology to appeal to women, including the style, compact size, ease-of use and portability. "Impossible" breaks May 22 on prime-time programs such as "ER," "King of Queens," and "Law & Order," as well as on broadcasts of major league baseball games, the NBA finals, and NASCAR races.

Peter Read Miller - Illustrated photographer
A supporting print ad headlined "He may not catch everything. But with the Canon Digital Rebel XT, you will!" plays perfectly to the photo of pee-wee football players in action. Incidentally, the photo was shot by Peter Read Miller, prominent Sports Illustrated photographer and Canon Explorer of Light. The print ad will run in a wide-range of photography enthusiast publications, such as Popular Photography, Outdoor Photographer and American Photo.

About the Canon PowerShot SD400 camera
The simply sophisticated PowerShot SD400 Digital ELPH camera features an ultra slim, compact design with a 3x optical zoom. The digital camera is equipped with a large 2.0 inch LCD screen for easy on-camera viewing and its 5.0 megapixel CCD delivers clarity of detail allowing users to produce extra large prints. The PowerShot SD400 Digital ELPH camera also features Canon's exclusive DIGIC II Image Processor for even faster processing, excellent image quality and crisp vibrant colors.

About the Canon EOS Digital Rebel XT camera
The 8.0 megapixel Canon EOS Digital Rebel XT single lens reflex camera adds resolution, speed, an extra dollop of creative control and enhanced comfort in the hand, to one of the smallest and lightest digital cameras in its class. Released earlier this year, the Canon EOS Digital Rebel XT can shoot up to 14 consecutive Large/Fine JPEGs at a rate of up to three frames-per-second and provides users with heightened image detail, especially during fleeting images, e.g., sports play.

   Canon PowerShot SD400 review
   Canon EOS Digital Rebel XT introduction
   Canon sponsor of 2005 World Figure Skating
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