Canon Australia in November 2006 promoted the Selphy compact photo printer with a television advertisement featuring a series of domino effects. The advertising campaign was designed to excite families about the possibilities of printing lab quality photos at home, enabling them to share “real moments spontaneously.
A mother and child wash up in the kitchen while their Canon Selphy prints a colour photograph. The emerging photograph knocks over a set of four framed photographs. One of the frames knocks loose an orange sending it onto the kitchen bench. A tap is turned, a pot is filled, and a spoon sets off a chain reaction in the dish rack. AN electric egg whisk knocks over a bottle of oil, leading to one upset cat below. The cat jumps up onto the bench and into a bowl, sending cream flying into the face of the startled mother. But that’s not all. The bowl continues to roll and dislodges an egg. The egg falls onto a spoon in a bowl of cherries, sending a missile over to the ceramic chicken. The chicken falls over onto the digital Canon camera, capturing on ‘film’ the creamy moment in the kitchen. This time, when the mother and daughter print out their photograph, they’ve placed the printer well away from anything else on the table.
The concept for the Canon Selphy Domino spot was developed at Leo Burnett Sydney, by creative director Mark Collis, creatives Robin Feiner and Guy Collins, agency producer Rita Gagliardi, with Josie Oppedisano looking after account service.
Critics suggest that the Canon ad is derivative, borrowing from the concept mastere in Honda’s Cog advertisement. (See the roasting given by creatives at Campaign Brief). However it must be said that Honda and Wieden+Kennedy themselves were borrowing a concept that had been mastered in film already. This spot introduces the human element – with a lot more humour than the Honda spot.