I really don't understand marketing/advertising people. Does stuff like this branding campaign actually increase sales? I doubt it.
How *dare* DPR take nice looking photos using a Canon camera! :-)
The Canon USA press release:
"Canon U.S.A. Unveils "Canon See Impossible" - A Branding Effort Empowering The Creative Spirit In Customers To Make The Impossible Possible"
It's not even a new product. It's that new box logo, and accompanying marketing theme.
A mirrorless camera that would be popular in the USA. Now *that* would qualify as "Impossible". :-)
T3: All the ideas people have suggested seem to ignore the fact that whatever Canon is announcing, it has to be something that has been considered "impossible" by everyone else. Basically, the teaser is saying, "You guys all thought this [whatever it is] was impossible, but we don't see it that way. We've made it possible. We've made this product that everyone else has been saying *can't be done*."
Either this product is truly extraordinary and ground-breaking, or they are setting themselves up for major disappointment. It kind of reminds me of Nikon's Df teasers. So much mystery, so much hype, so much anticipation. But it all ended up being a bit anti-climactic when the Df was finally introduced. Canon has set the bar even higher, by essentially claiming that they are going to introduce a product once considered "impossible" and "can't be done." We'll see if they can live up to that claim.
Yes, whatever the product/service, it's going to take a *lot* to live up to that level of hype.
Caerolle: They finally figured out a pronunciation of 'N-i-k-o-n' that everyone can agree to.
@flumpet Nikon USA television commercials pronounce it Neye-kon.
Probably not, but perhaps "see impossible" is a reference to low-light security cameras. Canon has said that they want to expand in that area.
T3: The fact that this is a double page ad in the New York Times makes it unlikely that it'll be a camera product. We photographers tend to think Canon are all about cameras, but they aren't. They do a lot of other stuff too. It's more likely that it has something to do with their business machines division (office copiers, office automation, etc.). If they had something photo-related to tease, they would have done it at Photokina. But my guess is that since this thing isn't photo related, they are teasing it in the NYT.
Or it could be a white 7D MKII with a matching Stella McCartney handbag.
I don't disagree, but can't think of an office product that would be worthy of that level of hype.
justmeMN: "To the peanut gallery, the so-called experts..."
This ad is clearly targeting DPR users. :-)
@rrr_hhh To me, that part of the ad means "you have underestimated us". The ad is intended to be intriguing, not insulting.
rrr_hhh: I don't get it at all : may be because I'm not a native English speaker ? But really, I would be hard pressed to translate any of these sentence into my own language.
I mean : one can launch a teaser without telling anything about the subject/object coming, but why on earth making such un-understandable statements : which image of Canon do you think they to are offering to their customers ? What I get from it us just that Canon isn't able to communicate, not even at the symbolic level in order to create a positive image of the brand.
Plus, given the avalanche of negative comments targeting those who don't think Canon is able to see the impossible, well, I just feel aggressed/insulted.
Talk about a communication fiasco...
The purpose of a tease ad is to generate interest, which it has.
The message I get from the ad is: You say that "it can't be done", but we have done it. We have done what you thought was "impossible".
That's a lot of hype to live up to.
That's a lot of hype, just for the announcement of a new office printer. :-)
(According to Canon's last annual report, 53.6% of Canon's revenue comes from their Office Business Unit, so there is no guarantee that this announcement is photo related.)
"To the peanut gallery, the so-called experts..."
ambercool: Why is everyone expecting so much from their cameras? If you want the perfect camera, just wait 10-12 more years and the curve will be much closer than we are now. I still have my first 5MP DSLR, and I was so excited when I got that. So every camera I've gotten after that is much appreciated.
Waiting for The Perfect Camera is a great money saver. :-)
(Sarcasm) Photos don't matter. The only thing that matters is a camera's DXoMark Sensor Score. There is no need to observe and think, when you can let DXoMark do all the thinking for you. :-)
Canon needs a One Direction Edition. THAT would get (young) females to buy more of their cameras.
Canon estimates that, this year, they will sell 9.5 million compact cameras, and 7.0 million DSLRs. Not bad, for a company that does everything wrong. :-)
Q: Please define the phrase "very near future". :-)
(Does that mean 2014?)
bernardly: A candid interview from Nikon. On the mirrorless question, what he said:
“So maybe if there is enough demand we may be able to provide another type of mirrorless camera with larger sensors. This is one of the solutions.”
And what he didn't say but was probably also thinking:
“May that day be far off.”
When Nikon & Canon reluctantly enter the APS and FF sensor interchangeable lens camera market the DSLR halcyon days will be at an end. But before that happens they will fight tooth and nail over every inch of DSLR dominance. They probably and hopefully are incubating competitive mirrorless systems in their R&D labs. Because when the market reaches the mirrorless tipping point they will have to compete with the best of Sony, Samsung, Olympus, Fujifilm and Panasonic. Canon and Nikon are making money while the camera divisions of the competing firms are struggling for profitability. In the interim, Canon and Nikon will be hoping to force as many of their competitors out of business.
Since Canon's mirrorless camera is based on an APS-C sensor:
Canon will continue to develop/improve DSLR Live View AF and DSLR sensors, and someyear can pop that technology into a future EOS M body. That strategy doesn't require much mirrorless-specific R&D.
Breaking News: Nikon endorses Sony mirrorless cameras.
Now people can throw away their M43 MILC cameras. :-)
Seriously, as large-sensor compacts continue to improve, MILC will be pushed into an even smaller niche.