Agency Network: 
June 2013

Print advertisment 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

Comments (31)

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certaintly's picture
Activity Score 3994

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.

uncertaintly's picture
Activity Score 223

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].

ivan's picture

Please don't attack people. Just their ideas.

uncertaintly's picture
Activity Score 223

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

sunilcreates's picture
Activity Score 166

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

certaintly's picture
Activity Score 3994

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.

peshawa.sofi's picture
Activity Score 207

Well said.

brymiguel's picture
Activity Score 60

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

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

certaintly's picture
Activity Score 3994

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.

uncertaintly's picture
Activity Score 223

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

certaintly's picture
Activity Score 3994

my guess was derived from how hostile your response was

brymiguel's picture
Activity Score 60

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

Bill Me Now's picture
Bill Me Now
Activity Score 180

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

Gandalfthecat's picture
Activity Score 228

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.

branded's picture
Activity Score 4

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!

morse's picture
Activity Score 18026

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

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

Milan Solanki's picture
Milan Solanki
Activity Score 994

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

baliais's picture
Activity Score 2610

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

Roger Keynes's picture
Roger Keynes
Activity Score 5498

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

The Jobless Writer
Will Think for Salary

monoliz's picture
Activity Score 1304

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.

my_sweet_prince's picture
Activity Score 9

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

sonufrommars's picture
Activity Score 61

great ad insight is really good

kleenex's picture
Activity Score 49532

a good concept, execution is not that great though.

Gorillad's picture
Activity Score 392

deep insight but execution is weak

Toffee's picture
Activity Score 19

I don´t believe this was a brief

Siddarth Basavaraj's picture
Siddarth Basavaraj
Activity Score 1673

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

Love creating ads..

feysal's picture
Activity Score 2571

HAHAHA seriously cleaver

groovy baby!

balloon trick's picture
balloon trick
Activity Score 9

Who doesn't carry a mobile phone with them?

mr.x's picture
Activity Score 998

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.

Spoonfeederxxx11's picture
Activity Score 184

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...

zildo's picture
Activity Score 122

so good