Canon Launches `Second Shot' Campaign

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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 "advanced technology."

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 café where Sofia's parents first met.

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 digital camera.

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.


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