Canon "History in the taking" by VCCP

Canon highlights its role in Rugby World Cup history with a nostalgic spot.

In the run-up to the Rugby World Cup, Canon has enlisted the help of ex-England captain Martin Johnson to talk through the brand’s historic role in the sport. The ad features Johnson as he discusses lifting the 2003 trophy, as photographed by Getty Images’ Dave Rogers. The pair chat about the famous photo's context while it is streamed on to a giant screen in Twickenham Stadium.

In addition, there is a French-speaking spot starring former player Philippe Bernat-Salles as he looks at photos from his career. 

Both ads are part of Canon's Rugby World Cup 2019 sponsorship campaign, which spans social, digital, print, online and in-store across Europe. The brand is also giving customers the chance to win a holiday to the tournament-winning nation when they register a recent Canon purchase via the brand’s website.

The work was created by Pete Bastiman and David Aylesbury, and directed by Ben Jones through Absolute Post. The media agency is PHD.