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Canon: Gladiator Football

In this commercial

JWT London, UK use the Calcio Fiorentino(an early form of football that originated in 16th century Italy) theme for Canon’s newest campaign called “Come and See.”

As part of a three-year communications strategy, the ‘Come and See’ campaign will invite consumers to look deeper at the world and inspire people to capture the enriching and captivating stories that unfold all around, every day.

The ‘Come and See’ campaign will be launched at Photokina, the world’s largest photography and imaging show, and will be the first that supports Canon’s new communications strategy. Running across EMEA from September 2014, the creative goes live in the form of a comprehensive integrated campaign from 15th September, with the first pan-European TV ad airing on Fox on the same date, followed by a far-reaching print and outdoor campaign from 16th September.

The campaign will launch with two unexpected and unseen ‘Come and See’ stories; the first showcases a Calcio Storico match – a ‘historic football’ game. Amidst the art-filled galleries and recognisable tourist attractions in Florence, an ancient version of football unfolds, more gladiator than UEFA Champions League™, where competitors dressed in medieval clothes tackle, wrestle and chase each other wildly to get the ball and win the ultimate sporting trophy – a cow.

The second story shows a herd of deer exploring residential streets close to Epping Forest, south-east England. Whilst locals sleep sound in bed at night, deer roam the peaceful housing estate, owning the night.

Both advertisement stories were shot using the Canon EOS C500 and EOS C300, spanning the course of many days due to the unexpected nature of each scenario.The TV advertising has been produced and directed by Jonathan Glazer.

Bloody footbal

7.2

Surprising and intriguing commercial

Memorable9.0
Effective7.0
Style6.5
Heart or Humor5.0
Execution8.5
Reader Rating: ( 0 vote ) 0

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