Occasionally a brand will be brave enough to shatter the accepted norms or status quo… and, while always a risky move, the result may turn out to be sheer genius.
In this case… after watching a string of catchy, funny, cool, highly praised, blah blah blah… [insert praising adjective] …TVCs, I felt a deep sadness when I thought of what the message actually is…
I get it… it’s funny, risque… it may probably sell many Canon printers, but at what cost? It’s better to print? Really? Today’s society is quickly coming to terms with the fact that resources have never been more scarce… is it better to print, sometimes? Is it?
To tug at your heartstrings as a means to encourage you to print more… disappointing!
Okay, maybe this post comes off a little “I art holier than thou”, and Canon’s response might very well be something along the lines of “the materials we use and the paper we sell is recycled and sustainable and blah blah blah”, and okay, fair play to Canon… but here are the shocking facts…
It’s great that they may encourage you to use recycled materials, but what’s better than recycling? Hmm? Anyone… no? DO NOT WASTE! Do you need to print a eulogy? Do you need to print tickets? Really?!
Canon’s website describes the PIXMA printer range as “wireless professional inkjet printer[s]… professional printing performance for large archival photos.” and “wireless inkjet office all-in-one… bring excellent quality, speed, and ease of use to your home office all in the name of increased productivity.”
Take note of the words “professional” and “office”… do you need to print every last piece of nonsense and continue the venomous cycle of obliterating precious scarce forests?
Since the printers are made for professionals and those in need of super high resolution printing, wouldn’t a campaign geared towards graphic designers or printing specialists be more apt?
For shame Canon… for shame!