Lake Success, N.Y. - Canon U.S.A. said Monday it has launched the
"Your Second Shot" advertising campaign, emphasizing the importance of great
photography and the benefits of creating it with the company's
Canon said the Your
Second Shot campaign showcases the image-quality value of its HS System; a
technology used to sharpen image clarity under poor-lighting conditions.
The campaign encourages consumers to reclaim their missed moments
through the Canon HS System technology.
The Canon HS System is available in the new PowerShot G12, S95,
SD4500 IS and SD4000 IS digital cameras, each of which combines the Digic 4
Image processor with a high-sensitivity sensor.
The HS System was designed to reduce noise at high ISO levels and
expand the camera's dynamic range, enabling greater detail and color in images
taken in low-light situations.
Canon's campaign was created to correlate the value of the HS
System in a real-life experience. It tells the story of a young couple who
traveled to Barcelona to capture a photograph at the cafÃ© where Sofia's parents
Due to poor lighting conditions, their photograph was distorted
and their memory went undocumented.
For the Your Second Shot commercial, Canon took the couple back
to the magical city to recapture their moment and recreate their entire trip.
All of their recaptured photographs were taken with Canon's HS
System-enabled PowerShot digital cameras.
The resulting commercial was shot entirely with Canon's EOS 5D
Mark II digital SLR camera and EF lenses.
The commercial begins airing today and will be joined by print
and online vehicles.
"Life's magical moments
are rarely planned and it is during those unplanned times that camera
technology and image quality are at their most important. The Canon HS System
is designed specifically to capture clear, vivid photographs in any situation,
especially low-light, when those moments happen," stated Yuichi Ishizuka, Canon
USA consumer imaging group executive VP and GM.
Also as part of the campaign, the Your Second Shot ad campaign
will give a New York City band the opportunity to re-shoot their most memorable
performance that was previously captured through an unimpressive photo.
Restoring the band's unforgettable experience, elements from the
original photograph will be reproduced and captured on a Canon HS System-enabled
The re-created performance will take place at the Morrison Hotel
Gallery located in the historic CBGB Gallery in New York, where select guests
will be able to see the band's performance and the advantages of the HS System.
Canon is also inviting consumers
to enter to win a Canon PowerShot Digital camera through the Take Your Best
Shot online sweepstakes. From Oct. 4 to Oct. 31, consumers can log on to
the Canon Your Second Shot website and each week, a winner will be announced
and rewarded with a Canon PowerShot camera prize.