• October 21, 2004

Canon's new TV spots, which will debut on Monday Night Football next week, are designed to prove the company's more serious business solutions side is just as photogenic as its camera side, in a campaign entitled "New Day."

The ads represent the kick-off of a new $30 million campaign that can be seen as an extension of its previous "Not Business As Usual," platform. The "New Day" spots will also run during The World Series broadcasts on Fox, as well as primetime programming such as "C.S.I.", "The West Wing," and "Law & Order," as well as early morning and late night.

The spots were created by DCA Advertising, part of Dentsu's North American network.

"The creative behind the 'New Day' advertisements show images of people on their way to work, and the good feelings they have about getting to their jobs, because they know Canon solutions will enable them to get work done," said Gail Esbin, director of advertising and marketing communications for Canon U.S.A.'s Imaging Systems Group.

The first "New Day" television ad features the song "Let The River Run" by Grammy Award winning recording artist Carly Simon.

DCA Advertising, part of Dentsu's North American network, offers integrated communications solutions that create dramatic results for their clients. The media account is handled by Publicis Groupe's Starcom.