It’s easy to understand Canon’s challenge. Smartphone cameras are getting sharper and sharper and millennials use them for everything.
It’s difficult to sell the idea of carrying around a Canon except to real photography buffs. And Apple is doing its best to blur the edges of what is essential equipment for real photography buffs anyway.
But Grey New York has picked up on something that everyone wants from their camera – even if it’s a selfie. Everyone wants the thrill of capturing “that perfect moment”. And that’s what the agency has made Canon sell.
The ad, aptly called Perfect Moments, is a huge Rube Goldberg sequence – set up ostensibly so that an everyday photographer could capture fascinating optical illusions and evanescent events.
If you ignore the fact that the Rube Goldberg idea has already been done a lot more than once in advertising, this is a particularly exciting one to watch. And for millennials watching on smartphones, the opportunity to freeze some of the many perfect moments, will most likely be taken up…
…all of which make this Rube Goldberg ad a big idea that does its job.
“The right place at the right time means nothing without the right camera,” the ad concludes.
Creative agency: Grey New York
Deputy chief creative officers; Jeff Stamp & Rob Lenois
Executive Creative Director: Brad Mancuso
Group creative director: Susan LaScala Wood
Associate creative director & copywriter: Chris Hanrahan
Associate creative director & art director: Mike Lubrano
Art director: Mackenzie Keck
Copywriter: Paul Curry
Designers: Cassie Meyers & Angela Kim
Executive vice president account director: Nikki Maizel
Vice president account director: Sam White
Senior account executive: Abel Flint
Assistant account executive: Hanna Cannell
Strategy director: Steve House
Production agency: Townhouse
Director of integrated production: James McPherson
Producer: Jennifer Truss
Music producer: David Steinberg
Production Company: Big Block
Director: Jonathan Zames
DoP: André Szankowski
Editor: Jai Shukla at Nomad
Music & sound design: Peter Holcomb at Sound Lounge
Grade: Adrian Seery @ MPC
Executive producers, Colour: Dani Zeitlin & Jenna Gabriel