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New Sharapova Ads For Canon

Canon is breaking a pair of new ads behind its PowerShot SD750 Digital ELPH camera that feature tennis star Maria Sharapova. Directed by Joe Pytka, the spots -- "Banter" and "Dolce" -- are part of a campaign that also encompasses print, online and event marketing.

The spots follow Sharapova as she tries to take photos of her Pomeranian named Dolce, chasing the dog around a tennis court, her house and her pool. Out this week, they will air together during the NBA Finals and other cable shows, while print hits in early June in publications including Entertainment Weekly and People.

"This campaign shows a fun side of Maria, and showcases how much she enjoys using her Canon PowerShot digital camera to capture all her favorite moments," says Mike Wilson, chief creative officer of lead agency at Dentsu America. Canon spends about $25 million in media on its PowerShot line, according to TNS Media Intelligence, and is in the final year of a three-year, $6 million pact with Sharapova in 2004.

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