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Canon Canada wants to inspire kids and parents alike with a pair of new television commercials featuring Canadian rocker Avril Lavigne.
Lavigne had previously contributed photos to Canon’s Other Side of the Lens celebrity photograph program, but now appears as an official spokesperson. In the first ad, the rocker playfully tears through a trunk full of props to find a Canon ELPH camera. In the second, she talks about creative inspiration to promote the Canon Rebel.
“How do I capture inspiration?” asks Lavigne as the voiceover. “How do I remember a perfect moment? How do I reflect on an amazing experience? How do I express my creativity? With my Canon Rebel.”
Both ads launched yesterday at a press event, where Lavigne appeared and performed for a small group of selected fans.
“[Lavigne] blends music, art, creativity and is a leader in her field,” said Justin Lam, director of marketing for Canon’s consumer imaging division. “We felt that she addresses a market we are trying to relate better to.”
Despite her obvious appeal to teens, however, Lam said Lavigne has a surprisingly diverse audience.
“We’re not just talking eight-year-olds to 13-year-olds,” Lam said. “It’s well researched that she reaches moms and daughters. My wife is a perfect example of that. She’s in her 30s, and she’s one of her biggest fans.”
Lavigne is also featured on a new Canon microsite ShootLikeAStar.ca, which provides visitors with Photoshop-like tools that add pink balloons, tiaras and heart shapes to user-submitted photos. The site also promotes a contest where visitors can win camera prize packages.
The website was created by Toronto web design shop The Working Group, while the television ads were crafted by The Brainstorm Group, agency of record for the company’s consumer imaging division.
The television ads will run through December.
