Canon Pixma introduces home-working star Cliff Logan
Canon is promoting its Pixma printers through the introduction of Cliff Logan, a man who rises to fame and fortune while working from home. The campaign was created by Leo Burnett Sydney.
Beryl Thomas, Pixma’s brand manager, told Mumbrella: “Advertising in this category tends to be quite dry – it’s all 
about features, and there’s no human element. Previous Pixma campaigns have tended to be quite quirky and have worked really well.”
This campaign did well in pre-testing, she added. “People could relate to him and his journey to success. He’s not a dry cardboard cut-out character.”
Thomas said that she hoped the campaign would raise brand awareness of Pixma from the 53% achieved in 2010 to 70-80% by the end of this year.
The campaign includes online, a microsite and print.
Campaigns over the past 12 months have featured a five year old called Clive…
…and a tutorial with a cockney musician.
So if I buy a Pixma, I can be a complete loser just like Cliff? Sign me up!
How is it that so many smart people can be involved in something that stinks so badly?
woeful
not much care here from the agency
makes small business owners look like losers
there’s so much wrong with this ad. saw a bit too much of the Telstra small business guy (Ern?) but done in a much less sympathetic and engaging way.
Paints small business people as losers working from home and living with parents, and tries to tell me that a good printer will make up for my crappy ideas/ads/brochures.
Clearly done by a corporate ad agency for a corporate client who wouldn’t know the first thing about running a small business and what speaks to us.
But here’s a tip, taking the piss doesn’t cut it.
Thank God their printers are better than their ads!
True story: I have met Cliff and shared a meal with him: even got a go on his Segway. Nice guy.
A cool way to present dry technology. The technique used by the ad is called “humour”. I imagine the character is not meant to be taken literally…
Cliff is a Gun!
I just love the way he acts out this role for this campaign. Very Professional Unit!!
Would love to use him for my own marketing stuff. How can I get in contact with him or his agency?
i had the fucking pixma ads! i hate it!