Lake Success, NY—Canon USA is inviting consumers to relive an unforgettable moment with the launch of the company’s Your Second Shot advertising campaign. With an emphasis on the importance of great photography coupled with Canon’s imaging technology, the Your Second Shot campaign showcases Canon’s HS system—a technology developed to sharpen image clarity under poor lighting without the need for a flash.
Consumers are also encouraged to enter to win a Canon PowerShot digital camera through the Take Your Best Shot online sweepstakes. From October 4-31, 2010, consumers can log on to the Your Second Shot website (usa.canon.com/yoursecondshot) where each week a winner will be announced and rewarded with a Canon PowerShot model. And to potentially inspire the next Canon commercial, consumers can send their missed-moment stories to the Canon website.
To counter the capture of blurry photographs in dimly lit settings, or darkened backgrounds, and overexposed subjects when using a flash, Canon advocates its HS system. To promote this technology, the Your Second Shot campaign correlates the importance of the system to a real-life experience; it tells the story of Sofia and Dan, a young couple who traveled to Barcelona to capture a photograph at the café where Sofia’s parents first met. Due to poor lighting, their photograph was distorted. For the Your Second Shot commercial, Canon took the couple back to Spain to recapture the moment and recreate their entire trip. All of their recaptured photographs were taken with Canon’s HS-system-enabled PowerShot digital cameras. And, the commercial was shot entirely with Canon’s EOS 5D Mark II digital SLR and EF lenses.
“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,” said Yuichi Ishizuka, executive vice president and general manager, Consumer Imaging, Canon USA.
In line with the ad campaign, Canon will also give a New York City band the opportunity to reshoot their most memorable performance, which was previously captured through an unimpressive photo. Elements from the original photograph will be reproduced and captured on a Canon HS-system-enabled camera. The recreated 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 enjoy the band’s performance and witness the advantages of the HS system.
The Canon HS system, available in the PowerShot G12, S95, SD4500 IS and SD4000 IS cameras, combines the company’s Digic 4 image processor with a high-sensitivity sensor. The system helps to reduce noise at high ISO levels and expand the camera’s dynamic range, to capture greater detail and color in images taken in low light. By boosting their dynamic range, the cameras are said to capture “clearer images with less noise and blur than older camera systems.” usa.canon.com