In an innovative partnership, Japanese tech giant Canon and London-based advertising agency VCCP are looking to redefine printers as the "Stuff of Life." Aimed at capturing the chaotic essence of modern domestic life, the campaign is airing across 14 European countries, including the UK, Germany, and France.
The campaign spot, directed by HLA’s Simon Ratigan and with social media managed by VCCP's global content creation studio, Girl&Bear, portrays the overwhelming lists of tasks that everyday people juggle. Canon European marketing director Susie Donaldson remarked, "PIXMA is the calm, reliable, creative tool that keeps things moving as chaos unfolds all around us."
The 30-second ad illustrates the various uses of a printer in modern life, from printing boarding passes and lost pet flyers to crafting personalized Christmas cards. "Our lives now overlap and merge more than ever before, as the home office has become the nerve center of the modern household," Donaldson added.
Jim Capp, VCCP London’s creative director, echoed the sentiment: "If my family is anything to go by, modern life is a chaotic blend of fun, admin, and life stuff. We enjoyed capturing this for Canon's range of home office PIXMA printers."
This campaign follows a tongue-in-cheek ad by Wunderman Thompson last year, which humorously poked fun at smartphones. Canon's new campaign aims to further solidify the printer's place in modern households as an indispensable tool.
The 'Stuff of Life' campaign represents a shift in how we perceive printers, reframing them not as optional gadgets but as vital instruments for balancing the chaos of modern life. With this bold move, Canon is aiming to capture a larger slice of the European market and change the narrative around the role of printers.