A traditional Italian ball game in which players in medieval clothes compete (in ways that FIFA wouldn't approve of) to win a cow is the subject of this new commercial for Canon directed by Jonathan 'Sexy Beast' Glazer. The film captures a Calcio Storico (historic soccer) game in Florence in all its glorious, ridiculous detail as the players fight, jostle, punch and box, all juxtaposed with shots of Florence's famous artworks and Duomo. It was shot using the Canon EOS C500 and EOS C300 cameras.
The film is part of a pan-European campaign for Canon's photographic products through JWT London that carries the tagline "Come and see." The emphasis is on photography's role in capturing things you wouldn't ordinarily witness; for example, another element of the campaign is a film of a herd of deer exploring residential streets near London at night.
The wider campaign, which Canon Europe says is its biggest-ever consumer brand campaign, includes a website and print and outdoor campaign as well as social-media elements.