Agency Network: 
June 2013
Canon:  Beach
Canon Print Ad -  Beach

Also From This Campaign 2


Print advertisement created by JWT, Mexico for Canon, within the category: Electronics, Technology.


Don't let a call interrupt your photo.

Advertising Agency: JWT, Mexico
Chief Creative Officer: Andres Martinez
Executive Creative Directors: Enrique Codesido, Leonardo Varela
Copywriter: Svenja Euler
Art Directors: Luis Reyes, Julio Lopez
Photographer: Martin Sigal
Account Supervisors: Alfredo Espinosa, Myrna Pena
Producer: Silvia Gomez
Account Manager: Kenneth Murphy
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certaintly's picture

1st: you have to travel really far to understand the ad
2nd: the benefit theyre promoting is very weak.
you dont get a professional or semi-professional camera to escape phone-interruptions.

this campaign fails hard.

Activity Score 3984
uncertaintly's picture

Wtf are you talking about? You dumb are something?

1st: you have to travel really far to understand the ad = NO.
2nd: the benefit theyre promoting is very weak. you dont get a professional or semi-professional camera to escape phone-interruptions. = You're [edited for profanity by admin].

Activity Score 223
ivan's picture

Please don't attack people. Just their ideas.

Creative Director at Ads of the World
uncertaintly's picture

OK Ivan, I overreacted a little bit. My apologies to you, the others I have offended and of course, "certainly".

Activity Score 223
sunilcreates's picture

i that case, why should i buy a Canon ? i can buy any other camera. so i will get interrupt by phone.

Activity Score 166
Creative Director at Olive, Mumbai
certaintly's picture

i dont follow your question. "you can buy any other camera so you will get interrupted by your phone." - this doesn't make any sense.

unless you meant to reply to someone else? it SOUNDS what youre saying is that any camera-only camera has the benefit of not interrupting you with a phone call - which is something that strengthens my point that this is a forced insight. because it's not strengthening an insight or a benefit of the actual camera, the actual brand, CANON. it's simply highlighting the negative attribute of some other, weakly related, product.

Activity Score 3984
peshawa.sofi's picture

Well said.

Activity Score 210
Other at Asiacell
brymiguel's picture

Seriously? Have you ever taken a picture with your phone before? Ever?

This exact thing happened to me this weekend. No joke.

Activity Score 60
certaintly's picture

my best guess is that you guys are somehow connected with the making of this campaign.

having your picture interrupted because you get a call might be an insight related to camera phones, yes.
it might very well be something that happens. but it has no connection to why people by camera-only cameras.

people by cameras to take amazing pictures, not because of anything that happens with their camera phones.
it's a forced insight. a weak benefit. in other words, it may very well be a benefit, but not one that has any weight.

Activity Score 3984
uncertaintly's picture

you're best guess is wrong. Gets you thinking, ain't it?

Activity Score 223
certaintly's picture

my guess was derived from how hostile your response was

Activity Score 3984
brymiguel's picture

I wish I was associated. I'd gladly have this in my portfolio.

Activity Score 60
Bill Me Now's picture

+1 on certaintly's comments (both in regards to the ad, and the suspicion of some kind of connection). Misses the mark, big time.

Bill Me Now
Activity Score 180
Gandalfthecat's picture

Definite great ad. Cannes seems to think so. As far as Certainly's criticism's.

It's an award chaser. Most likely. And you know what? It succeeded. I applaud it.

Activity Score 228
Copywriter at Canada
branded's picture

I think this is a quite interesting and new brief, today the mayor competitor for semiprofessional cameras are mobile phones.
And the interruptions provoked by the calls is a very true and fresh insight, I see many other ads using this brief in the future. Thumbs up!

Activity Score 4
morse's picture

Weak reason, but that's the client's problem. If that was the brief the creatives solved it brilliantly.

Activity Score 18159
Art Director |

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

Milan Solanki's picture

Even the creators of this ad could't have explained it any better

Milan Solanki
Activity Score 996
Copywriter at Purple Phase Communications
baliais's picture

I have to agree that the point they selling is weak, but they sell it in nice way tho.

Activity Score 2614
Graphic Designer
Roger Keynes's picture

This is waaay better Cannes stuff than that Pedigree 'Adopt' fluff.

Roger Keynes
Activity Score 5496
Copywriter |

The Jobless Writer
Will Think for Salary

monoliz's picture

tell me one target who will buy canon camera because no one can interrupt you with their calls. this ad puts into competition smartphones cameras and professional cameras. it's like saying "smartphones cameras make the same quality picture as our cameras, however you see no one will kill your shooting experience with their calls". lame point.

Activity Score 1304
my_sweet_prince's picture

The Idea is fun, but the insight is so much lame.

Activity Score 9
sonufrommars's picture

great ad insight is really good

Activity Score 67
Art Director at india
kleenex's picture

a good concept, execution is not that great though.

Activity Score 58777
Web Designer/Developer
Gorillad's picture

deep insight but execution is weak

Activity Score 392
Toffee's picture

I don´t believe this was a brief

Activity Score 19
Creative Director
Siddarth Basavaraj's picture

@ Morse: I completely agree with you buddy... cos I kinda like the idea and the execution..

Siddarth Basavaraj
Activity Score 1673
Copywriter at Adsyndicate Services Pvt. Ltd. |

Love creating ads..

Feysless's picture

HAHAHA seriously cleaver

Activity Score 2630
Art Director |

groovy baby!

balloon trick's picture

Who doesn't carry a mobile phone with them?

balloon trick
Activity Score 9
Creative Director
mr.x's picture

This is a solid campaign. People don't use real cameras anymore, they use their smart phones. The difference between a canon and a smartphone, well there are a lot of differences, not to mention the quality of the photos, but they chose to go with the phone-interuption idea and it works.

Activity Score 998
Forsbergs Skola
Spoonfeederxxx11's picture

Ok, the insight is right...

People mainly use their mobile phones to take photo's, but what doesn't work is it required the consumer to join the loop a little too much...

I think the resolve line needed to work harder and be a little more obvious so that the audience got the message loud and clear...

Activity Score 184
zildo's picture

so good

Activity Score 122
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