Ansel Adams famously said there are two people in every photograph—the photographer and the viewer. Canon offers its own, somewhat simpler take on that perspective in this beautiful new spot from Australia.
The ad doesn't want for ambition, appealing to the notion that each of Earth's 7 billion odd humans holds a unique viewpoint (also, that's not a very narrow target demographic).
It'd be easy to quibble with the scope of that statement, but it's not really worth it. The slightly over-the-top sentimentality, and the potential creepiness of a commercial consisting entirely of close-ups of eyeballs, are both eclipsed by strong writing and production values that are kind of stunning.
Make sure to watch the spot more than once—in full screen if you can—so you can really connect the dots between each line of the voiceover and each scene reflected in each eyeball.
OK, I give up. It's still pretty odd to make a heartwarming ad consisting entirely of eyeballs, but if you're going to do it … this is probably how.
CREDITS
Client: Canon Australia
Agency: Leo Burnett, Sydney
