Ad Reviews: Nikon vs. Canon
Just like Coke and Pepsi are the big two of soda manufacturers, there are also a big two of SLR cameras: Nikon and Canon. (SLR cameras are the traditional 35mm cameras with the big lenses on the front you can take on and off, like this one here.) Both Canon and Nikon make top flight cameras, both are well respected, and both are far far ahead of the rest of the competition. Yet Canon is the top manufacturer, and has for the last several years outsold Nikon in every segment from beginner to pro. Many have recently accused Canon of resting on its laurels, and Nikon has certainly not taken its number two position lightly. So it’s interesting to look a little more closely at two recent ads from both companies.
Nikon D60 & Ashton Kutcher
The Nikon D60 is Nikon’s latest generation of entry level SLR camera, targeted at a market of beginner photographers. The typical buyer is best described as aspirational, wanting better photos than a point-and-shoot camera can offer. They want to take photos that look good, while at the same time branching out into more artistic photography when the interest strikes.
This ad perfectly delivers on these values. Nikon positions the D60 as the perfect camera for a wedding, and Ashton Kutcher’s portrayal as a goofy everyman nicely sums up the buyer. Even the use cases are spot on with Ashton photographing everything from the wedding party to a butterfly. The ideals of what an SLR can do for a market of aspirational photographers are presented clearly and effectively, and it’s no wonder these cameras are selling like hotcakes.
Canon Rebel XSi
Up until recently, Canon’s ads have focused more on consumer point-and-shoot models with celebrities like Maria Sharapova and her talking dog. This has long been a more competitive market, but when it came to their SLRs, Canon has always been a little cocky. Now the SLR fun is over, and they’ve begun their own advertising campaign:
The Rebel XSi directly competes with the D60 and targets almost the same market. With this ad, the not so subtle reminder is that when it comes to your photography, you should trust the company that has helped capture some of the greatest sports photos of the last 20 years. Canon dominates the pro market, and their telephoto lenses, painted a distinctive gray, are ubiquitous at sporting events. Their message is that if you want to be aspirational, aspire to use what the pros use.
While beginner photographers make up the bulk of the Rebel market, Canon has a fine line to walk with their advertising. The Rebel line is actually very popular with pros as well, largely because it’s a light weight camera with a lot of hidden power. Canon can’t alienate this market and needs to remind them that the Rebel makes for a great small SLR. However, beyond this point, Canon also needs to keep their pro customers happy in general. Nikon’s new D300 and D3 cameras have attracted tons of glowing press, and just about everyone has started questioning their brand loyalties. Any pro related advertising is good advertising.
Conclusion and Grades
Both ads are good, but Canon’s ad comes up a little short. They’re an 800 lb gorilla with an 800 lb gorilla advertisement. Their value proposition is essentially “we’re the choice of pros,” but that’s entirely because of product choices they made in the past and has nothing to do with the average consumer. Nikon, on the other hand, ties their message to what the consumer actually wants today, creating a more powerful ad that nicely connects with the needs of the buyer.
Nikon: A-
Canon: B
Coming soon, a look at another camera manufacturer: Leica.
