Canon U.S.A. Inc. launched a lighthearted new advertising campaign for its Pixma printer line. Titled “Never Again,” the series of short 30-second advertisements imagine disastrous moments in life when printing out a photo or document could have saved a person from a regret.
This spot, dubbed “Touchdown,” tells the story of a mother who regrets sharing her DSLR with her son and his friend. The boys thought they were looking for a game-winning touchdown catch, but stumbled upon a different kind of age-inappropriate game.
Canon has used this theme in the past. This one from April, titled “Daughter”, underscores the importance of keeping printing photos of your children on the walls, the mantle and the shelves, not just stuck in your phone.