Canon's Rube Goldberg-Style Ad Demonstrates the Importance of the Right Camera

Grey New York's Spot Sets Up the Stills You Couldn't Get With a Smartphone

Published On
Aug 08, 2017

Editor's Pick

In an era when everyone carries a smartphone with a camera, how do camera brands get across the benefits of high quality photography? Canon USA's latest spot stresses that it's all about the importance of having the right equipment as well as being in the right place at the right time to get that perfect shot.

The ad, created by Grey New York and directed by Jonathan Zames at Big Block, does this by setting up a complicated, Rube Goldberg-style sequence that begins with a female photographer simply rolling her lens cap to set off a domino effect. This triggers a falling water balloon, a dog helping to lift a gate, a row of bikes toppling over and more. They're all picture-perfect moments, but it's only at the end of the film that we see the perfectly-timed stills the photographer has taken with her Canon EOS Rebel T7i DSLR. And yeah, you wouldn't get those with a phone camera.

As a continuation of the campaign, Canon will continue to reveal photography tips and tricks via social media infographics, photo challenges and content creators to encourage consumers to "Shoot for Greatness." They'll include instructions on photographing the perfect low-light birthday experience and creating a water hat by dropping a balloon on a willing participant, emphasizing that capturing these moments are no longer just for the professionals.


Aug 08, 2017
Brand :
Client :
Agency :
Grey-New York
Deputy Chief Creative Officer :
Jeff Stamp
Deputy Chief Creative Officer :
Rob Lenois
Executive Creative Director :
Brad Mancuso
Group Creative Director :
Susan LaScala Wood
Associate Creative Director :
Chris Hanrahan
Copywriter :
Chris Hanrahan
Associate Creative Director :
Mike Lubrano
Art Director :
Mike Lubrano
Art Director :
Mackenzie Keck
Copywriter :
Paul Curry
Designer :
Cassie Meyers
Designer :
Angela Kim
Partner :
Rick Reilly
Executive Vice President, Account Director :
Nikki Maizel
Vice President, Account Director :
Sam White
Senior Account Executive :
Abel Flint
Assistant Account Executive :
Hanna Cannell
Director, Strategy :
Steve House
Production Executive :
President :
Bennett McCarroll
Director, Integrated Production :
James McPherson
Producer :
Jennifer Truss
Music Producer :
David Steinberg
Production Company :
Big Block
Director :
Jonathan Zames
Director, Photography :
André Szankowski
Editor :
Jai Shukla
Edit Company :
Music/Sound Design :
Peter Holcomb
Music Company :
Sound Lounge
Principal Talent :
Lauren DeCiccia
Content Production Company :
Big Block
Executive Producer :
Geno Imbriale
Live Action :
Geno Imbriale
Managing Director :
Kenny Solomon
Art Director :
Francisco Oliveira
Production Designer :
Jay Pooley
Production Services :
AG Films
Executive Producer :
James Dubec

Need a credit fix? Contact the Creativity Editors

Project Type