• by Nina Lentini , May 20, 2008

Canon U.S.A. is out with two campaigns, one each for its EOS Rebel and PowerShot camera brands.

The Lake Success, N.Y.-based company launched the first of two new TV commercials to support the digital camera lines. The first television spot, "Journey," focuses on the EOS Rebel XSi and was shot primarily with Canon EOS-1D Mark III professional digital SLR cameras. The Rebel XSi commercial uses a unique technology that blends individual digital still photographs into a "picture-trail" motion commercial.

The latest PowerShot commercial, set to air in early June, will continue to feature tennis star Maria Sharapova and her charismatic puppy, "Dolce." A fan favorite, Dolce will supply commentary and inner-thought monologues expressing his excitement about having his picture taken while Sharapova photographs him both on and off the court. An additional behind-the-scenes spot featuring Dolce's narration will be featured online shortly after the commercial begins airing.

For "Journey," the new EOS Rebel XSi television commercial, Canon did something innovative with professional digital cameras. Tapping into the creative talents at Grey New York, the advertising team crafted the idea of shooting nearly an entire television commercial using Canon digital still cameras. After the first few seconds of film footage, the commercial goes through a blending of still images stitched together to give the impression of motion.

Over 70,000 still photos taken by 10 different photographers were taken over the course of the entire shoot with the Canon EOS-1D Mark III digital SLR camera.

Focusing on Canon's 25-year NFL sponsorship, the new Rebel commercial follows a single football play, from the hike of the ball to the touchdown, through the eye of the camera lens as it journeys from a backyard to a touch football game, all the way to an NFL game. The end result is a unique and vibrant "picture-trail" motion commercial that opens the door to a new creative still photography technique and illustrates the fun and enjoyment of starting off on the right foot and growing with Canon technology as a customer's photography skills evolve.

"The idea is simply about the power of great photography," says Grey New York's chief creative officer Tor Myhren. "In this spot, the journey is the destination. Edited together, the shots made for a compelling story. But each single Canon photograph is also a piece of art in itself. You can freeze this ad at any given moment and find a photo that you'd probably like to blow up, frame and put on your wall."

"Suite," the new 30-second spot featuring Sharapova, follows the "Banter" and "Dolce" commercials that debuted in 2007. The latest spot, created by New York-based Dentsu America, was shot in Los Angeles.

The new EOS Rebel XSi campaign will encompass television, print and interactive executions to reach the broad sweeping digital SLR photography audience. The new Rebel commercial is scheduled on primetime programs on ABC, NBC, CBS and Fox as well as cable broadcasts.

The new PowerShot integrated campaign will encompass television, print and interactive executions that reaffirm Canon's relationship with and commitment to linking the PowerShot digital camera brand to Sharapova and the joy of photography.

"Suite" will launch in early June on a collection of high-profile national television outlets, both network and cable. "Suite" is scheduled to air on "The Late Show with David Letterman," "Late Night With Conan O'Brien," Wimbledon and the French Open, as well as on a variety of the highest-rated cable networks.