Canon's Newest Ad is About a Real-Life Director—Who Actually Used Sony

By Mario Aguilar on at

For its new "See Impossible" campaign Canon has a new video that portrays the inspirational story of a young sci-fi fan who becomes a big famous director by way of Canon camera. PetaPixel reports that the story is hardly made up—but the director didn't use Canon cameras to realise his dreams.

You might remember the story the Uruguayan director Fede Alvarez, whose self-made 2009 YouTube short Panic Attack! landed him a huge Hollywood contract. With good reason! The five minute short looks like it was made by a massive studio, not by a kid with a $300 (£187) budget. It's a remarkable story.

It turns out, Canon remembers, too, and so for their latest campaign, they tell a story that's suspiciously similar to Alvarez's story, and prominently, a young kid using a Canon DSLR to realise his dreams. Indeed, the director noticed the similarity himself.

Then, on the actual YouTube page for the Canon video, he points out that the video that made his career wasn't made using Canon at all—it was made on Sony cameras.

Canon's Newest Ad Is About a Real-Life Director—Who Actually Used Sony

Which makes sense! DSLR filmmaking was still very new at the time that Panic Attack! was made, and it would have been much more common to use a high-quality video camcorder, of which Sony makes some of the best.

We reached out to Canon for comment on the issue, but it appears pretty clear that we're looking at a case of sloppy work. In fairness, a filmmaker today would probably strongly consider Canon for a homebrew short. Maybe they should have tapped any of the countless people who actually used Canon cameras to make their dreams come true. [PetaPixel]