Canon: Office Like a Boss
When you hear “Canon” you think “camera.” But the electronics giant also makes office equipment, including those giant printers lying around your office. Now, Canon’s products aren’t the cheapest option, so we targeted “bosses” with a campaign that turned this price disadvantage into a benefit by highlighting all the time wasted by competitors' cheap malfunctioning printers.
This is the first printer ad based around the pronunciation of Worcestershire sauce.
Every office has at least one super beardy guy. And every agency has at least 20.
This spot proves it's possible to discuss office carpet stains within a PG rating.
"A sword?"
A year or two earlier when we first launched the Boss campaign, our hero was more or less an animated Ron Burgundy.
When the campaign extended to multi-function printers, we gave the Boss multiple powers to match.
The Canon salesforce loved this campaign so we made them real boss glasses.
Believe it or not, many businesses still use scanners. Or at least they did when we made this campaign, in which we used Canon's prestige photo heritage to differentiate its imageFORMULA scanners from those of its many seemingly identical competitors.
15-second pre-roll teaser.
:30 cut.
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