Canon Combines Style and Substance with Two Sports-Powered Ad Campaigns

Tennis court and gridiron action drive two new advertising campaigns from Canon, U.S.A., Inc. launching this week - one featuring the commercial debut of international tennis superstar Maria Sharapova and the other capturing a dad's maybe-not-so-impossible dream of pro football glory for his son - to support the company's PowerShot and EOS Digital Rebel XT digital cameras.

Canon is expanding its marketing focus to target women by leveraging its existing relationships in both tennis and football. The campaigns highlight Canon's relationships with women in sports, including its sponsorship of Maria Sharapova. In addition, by leveraging its long-time sponsorship with the NFL, Canon reaffirms its commitment to women by bringing together icons in sports while appealing to the emotional and competitive spirit often found in today's women.

Together, these dynamic campaigns help convey Canon's unique combination of style and substance, power and precision, appealing to women while holding the attention of men," said Rick Booth, Director Marketing Services, Consumer Imaging Group, Canon U.S.A., Inc. "With Maria Sharapova showing her skills on the court, and a mom snapping pro-quality photos of her pint-sized football player on the field, we're tapping the energy of sports to show consumers that Canon digital cameras make it easy to capture everything that's exciting about life."

The new PowerShot TV spot, titled "Practice," features Wimbledon champion and budding pop icon Sharapova taking on a ball-serving machine, revealing that she has created an unexpected picture making moment. Sharapova makes a powerful statement with her forehand and backhand, spelling out the words, "MARIA WAS HERE." The 30-second ad also introduces a new tagline to support the brand: "Make Every Shot a PowerShot." "Practice" was created by DCA Advertising in New York.
"Maria Sharapova is a presence both on and off the court," said Doug Fidoten, Executive Vice President, Group Account Director of DCA. "She represents power, performance and style. The same qualities found in the PowerShot line of digital cameras."

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