DENTSU AMERICA, New York / CANON / 2009
For someone as photographed as tennis star Maria Sharapova she shows nomercy when it comes to taking pictures of her pint-sized Pomeranian, Dolce.In previous ads for Canon PowerShot, their complicated photographer andphoto-subject relationship was examined from Dolce’s perspective. In this:30 spot Maria’s fans also get into the picture. With a classic bait andswitch move, each fan she confronts kindly asks permission to take a photo,then turn their PowerShots on Dolce. This concept shows how the joy ofphotography is a universal phenomenon. The spot premiered on the US Openwith additional network coverage and online pre-roll.
HAKUHODO C & D, Tokyo