|
Canon will break two spots with tennis star Maria Sharapova tonight to support the PowerShot SD750 Digital ELPH camera.
The spots, “Banter” and “Dolce,” are part of a larger campaign that also includes print, Internet and live activation at the French Open. Dentsu America, New York, is the lead agency. The spots were directed by Joe Pytka.
The two spots follow Sharapova as she attempts to take photos of her Pomeranian dog, Dolce, including chasing the pooch around a tennis court, her house and her pool. The spots will break separately during 24, American Idol and on the MTV Music Awards. They will air together during the NBA Finals and other cable shows. Print will hit newsstands in early June in publications including Entertainment Weekly, People and Wired.
“This campaign shows a fun side of Maria and showcases how much she enjoys using her Canon PowerShot digital camera to capture all her favorite moments,” Mike Wilson, chief creative officer at Dentsu America, said in a statement.
Canon USA, Lake Success, N.Y., spends about $25 million on media behind PowerShot, per TNS. The company is in the third year of a three-year, $6 million deal it signed with Sharapova in 2004. Max Eisenbud at IMG, Cleveland, is Sharapova’s agent.
Leave a comment