Canon wants consumers to know they don’t need to buy a DSLR to harness its internal photo taking capabilities.

That’s why the camera co has launched a Toronto-centred transit campaign, with media by MediaCom Canada and creative from Bos, featuring the tagline “A DSLR’s brain successfully transplanted.”

Wayne Doyle, senior manager of corporate communications at Canon Canada, tells MiC the ads, which appear in 500 transit shelters across the city, are aimed at spreading the word on the power of the compact cameras.

“We are trying to clearly articulate to people that just because you are buying a small package doesn’t mean that you aren’t getting a great bang for your buck,” he says.

The campaign launched in mid-December and runs until Jan. 5.