Intense new Jonathan Glazer ad for Canon

Acclaimed director Jonathan Glazer has shot a dynamic new TV ad for Canon. The spot is part of a campaign for the camera brand by JWT London with the tagline ‘Come and See’, which also encompasses a website offering information on how to achieve the techniques Glazer’s film features yourself…

Acclaimed director Jonathan Glazer has shot a dynamic new TV ad for Canon. The spot is part of a campaign for the camera brand by JWT London with the tagline ‘Come and See’, which also encompasses a website offering information on how to achieve the techniques Glazer’s film features yourself…

Glazer’s ad captures a game of ‘Calcico Storico’, a historical (and brutal-looking) football game played in Florence in June. Only four teams, from four areas of the city, take part in the tournament. Each team consists of 27 men, all of whom are battling to get a ball over a 4ft high fence at either end of the pitch and score a goal. The tournament takes place on the sand-covered piazza in front of the Santa Croce church, and the prize for the winning team is a cow. The event makes a gripping subject matter for a short film, particularly in Glazer’s hands.

Canon’s advertising has emphasised the use of its cameras to tell stories for a little while now, and this latest campaign is an extension of this idea. This is the first use of the ‘Come and see’ tag, however, and alongside Glazer’s film on the website, there is also an elegant photographic project showing deer shot at night in Epping Forest. Again, information is given as to how to achieve the photographic effects featured yourself. Visit the website at comeandsee.canon-europe.com.

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