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Canon SD630 campaign and Tennis Star Maria Sharapova
Nic Rossmüller : June 6th 2006 - 12:05 CET
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CanonCanon SD630 campaign and Tennis Star Maria Sharapova : Canon's newest campaign featuring tennis superstar Maria Sharapova and the PowerShot SD630 Digital Elph camera delivers style and best in class status for the market leader in digital cameras. As part of this campaign, a new commercial titled "Attraction" debuts today in conjunction with the French Open. The integrated campaign includes not only television, but also print, Internet, and retail components that reaffirm Canon's relationship with. Building off the success of last year's campaign and Maria's pop icon status, Canon shows consumers that whenever and wherever there are great picture taking moments, Canon digital cameras are there to capture them.
Canon SD630 campaign and Tennis Star Maria SharapovaCanon and Maria Sharapova
"This campaign once again proves that Maria and Canon are a perfect match." said Yukiaki Hashimoto, senior vice president and general manager of the consumer imaging group at Canon USA., Inc. "Attraction," created by New York based Denstu, follows the successful "Practice" commercial that debuted in 2005 and introduced Maria Sharapova as a Canon spokesperson. The latest spot, which was shot in various locations throughout Miami, FL, takes both PowerShot cameras and Sharapova off the court to further the brand's positioning of substance and style. In this execution, the PowerShot camera plays a larger role and once again captures a special picture taking moment, which Sharapova helped to create.

Doug Fidoten about Maria Sharapova
"Maria Sharapova has proven that she is a superstar on the court," said Doug Fidoten, President, Dentsu. "This campaign shows us a different side of Maria and brings out her shared attributes with Canon's PowerShot digital cameras, like style and power of attraction."
The new TV spot begins with Maria on the court practicing. As Sharapova leaves the court and hits the streets with her PowerShot SD630 digital camera in tow, she is trailed by an increasing number of tennis balls that will do whatever it takes to get as close as possible to the camera. Sharapova then walks into an apartment building, reemerges on a balcony and looks down to find hundreds of tennis balls taking the shape of a smiley face.

Maria Sharapova Tennis Star - Canon Commercial
As she lifts the camera to capture this image, the smiley face smiles for the camera. Maria looks at this magical image in the LCD as a voiceover says, "Wherever PowerShot cameras go, great pictures follow." The ad closes with a product shot and Maria delivering the tagline she made famous last year, "Make Every Shot a PowerShot." "I am used to making my statements on the court," said Maria Sharapova. "Being a part of this Canon commercial was a lot of fun and enabled me to show a different side of myself. I think people will respond in the same enthusiastic way they did with the last commercial." A print ad shot by prominent Sports Illustrated photographer and Canon Explorer of Light Walter Iooss, will accompany the launch of "Attraction" and can be seen in various high-profile consumer magazines beginning in June.

Canon SD 630 digital camera campaign - David Letterman
Canon was the sole sponsor of the USA Today bonus section devoted to the French Open that ran on May 26. The bonus pull-out section highlighted French Open history, player profiles and player rankings and featured four Canon advertisements (Window unit on the front page; 1/3-page four-color and 1/2-page black and white in the center of the section and full-page four-color on the back page). "Attraction" will begin airing on June 1st around French Open coverage on NBC, ESPN2, ESPN SportsCenter, ESPNews and The Tennis Channel. Concurrently, the spot will run nationally on networks such as Comedy Central, E!, FX, MTV, Spike, TBS, TNT, and VH1 as well in key Canon spot markets on late night newscasts and late-night programming such as, "Entertainment Tonight," "Access Hollywood," "The Insider," "extra," "The Tonight Show with Jay Leno," "Late Show with David Letterman," and "Late Night with Conan O'Brien."

Canon PowerShot SD630 Campaign - Behind the scenes
Additionally, the print ad will hit newsstands in early June with a two-page spread appearing in People (6/12 issue), Entertainment Weekly (6/16 issue), In-Touch (6/19 issue) and Sports Illustrated (6/26 issue). Canon will be launching a micro-site within the Canon PowerShot website that allows fans to view the "Attraction" TV spot; get a behind the scenes look at the filming of the commercial including interviews with Maria and outtakes; as well as a downloadable gallery of images. Canon is introducing the new campaign to its dealers and retail partners through a mailing that will include a DVD of the commercial, reprint of the print ad, media plan and bumper sticker. Canon is also offering retailers the opportunity to tag the last five seconds of the commercial with their specific store information for both in-store and local media buys.

About Canon
Canon USA., Inc. delivers consumer, business-to-business, and industrial imaging solutions. The Company is listed as one of Fortune's Most Admired Companies in America and is rated #35 on the BusinessWeek list of "Top 100 Brands." Its parent company Canon Inc. is a top patent holder of technology, ranking second overall in the U.S. in 2005, with global revenues of $31.8 billion.

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