Canon Canada snaps up Avril Lavigne

An exclusive Canadian endorsement contract has the pop/rock superstar appearing in a series of TV, in-store and online promos for the imaging industry heavyweight.

Canon Canada’s new campaign features Canadian recording artist Avril Lavigne in two commercials promoting Canon’s Rebel line of digital SLR cameras and ELPH line of compact point-and-shoot cameras. Over the next few months, the young pop star will be promoting the full range of products from Canon’s consumer imaging line as well as through a new Canon microsite, (, where fans can upload their own photos and personalize them with images and accessories from the commercials, including tiaras, feathery boas and balloons.

Sunith Lobo, group account director at MBS’s MediaCom, says, ‘The idea was to ensure that Canon had relevance in our younger demographic’s lifestyle. Geared at music, art and photography lovers, the campaign leverages the fact that photography is one of Lavigne’s hobbies as much as her connection with Canon’s target group.’

‘There is no question Avril has an extremely strong connection to a younger demographic,’ Justin Lam, director, marketing, Consumer Imaging Group, Canon Canada, tells MiC. ‘Those who see pop culture and media arts as being very interconnected – it’s the younger generation that understands how a picture can be worth a million words – especially in an online setting.’

The announcement was made yesterday afternoon at Toronto’s Soho Metropolitan Hotel, where Lavigne interacted with fans invited by Canon Canada. The event featured the Canadian debut of the two commercials and the launch of the microsite, which also features an online promo contest for a chance to win an EOS Canon Rebel Digital SLR or PowerShot Digital ELPH camera.

Lam adds that the strategy was about harnessing the target group’s core interests. ‘We believe there is a new demographic that understands the potential of the world of digital imaging; those who can tap the social aspect of photography and videography,’ he tells MiC. ‘We believe Avril will be able to engage this audience, and bring the world of digital imaging to the forefront.’

Lavigne’s involvement is expected to evolve over the next few months and will include in-store marketing elements as well.

The buy was done by Toronto- and Montreal-based Media Buying Services, which is also overseeing Canon’s sponsorship of So You Think You Can Dance Canada.