Mississauga-HQ’d Canon Canada has just launched a new television ad campaign to promote its Digital Rebel XTi camera. What’s unusual is that the initiative’s wedding-themed images are entirely authentic – and entirely shot with Canon video and still cameras.

The 30-second commercial for the Rebel debuted across Canada this week on CBC, CHUM and Global channels for a six-week run. Canon Canada’s marketing team developed the concept in collaboration with The BrainStorm Group, and MBS handled the media buys. Both agencies are Toronto-based.

The campaign is meant ‘to showcase the high performance and quality of images that Canon products can offer, as well as to highlight the impact that Canon products can make on people’s lives,’ explains Ian Macfarlane, VP for Canon’s consumer imaging group.