Canon USA Your “Second Shot PowerShot” Ad Campaign

CANON U.S.A. LAUNCHES THE “YOUR SECOND SHOT” POWERSHOT AD CAMPAIGN

Check Out Canon’s New Commercial, Then Enter to Win a PowerShot Camera on the “Your Second Shot” website

LAKE SUCCESS, NY- September 27, 2010 – Canon U.S.A. Inc., a leader in digital imaging, invites consumers to relive an unforgettable moment with the launch of the Your Second Shot advertising campaign. With an emphasis on the importance of great photography coupled with Canon’s advanced technology to help deliver impressive images, the new Your Second Shot campaign showcases the image-quality value of the Company’s successful HS SYSTEM; a technology used to sharpen image clarity under poor-lighting conditions. The campaign, kicking off today, encourages consumers to reclaim their missed moments through the Canon HS SYSTEM technology.

Many people encounter the issue of unclear, blurry photographs in dimly-lit settings, or darkened backgrounds and overexposed subjects when using a flash. In providing a solution to this problem, Canon advocates the HS SYSTEM; a technology used to enhance image quality in low light situations without the need for a flash. To promote this technology, Canon is helping real people recapture their lost moments with the Your Second Shot campaign. Correlating the importance of the HS SYSTEM to a real-life experience, the campaign tells the story of Sofia and Dan, a young couple who traveled to Barcelona to capture a photograph at the café where Sofia’s parents first met. Due to poor lighting conditions, their photograph was distorted and their memory went undocumented. For the Your Second Shot commercial, Canon took the couple back to the magical city to recapture their moment and recreate their entire trip. All of their recaptured photographs were taken with Canon’s HS SYSTEM-enabled PowerShot digital cameras. The campaign’s new commercial was shot entirely with Canon’s EOS 5D Mark II Digital SLR camera and EF lenses. Beginning today, the campaign can be seen on television, in print and online.

“Life’s magical moments are rarely planned and it is during those unplanned times that camera technology and image quality are at their most important. The Canon HS SYSTEM is designed specifically to capture clear, vivid photographs in any situation, especially low-light, when those moments happen,” saidYuichi Ishizuka, executive vice president and general manager, Consumer Imaging Group, Canon U.S.A.

In line with the Your Second Shot ad campaign, Canon will also give a New York City band the opportunity to re-shoot their most memorable performance that was previously captured through an unimpressive photo. Restoring the band’s unforgettable experience, elements from the original photograph will be reproduced and captured on a Canon HS SYSTEM-enabled digital camera. The re-created performance will take place at the Morrison Hotel Gallery located in the historic CBGB Gallery in New York, where select guests will be able to enjoy the band’s performance and see first-hand, the advantages of the Canon HS SYSTEM.

Consumers are also encouraged to enter to win a Canon PowerShot Digital camera through the Take Your Best Shot online sweepstakes. From October 4 to October 31, 2010, consumers can log on to the Canon Your Second Shot website and each week, a winner will be announced and rewarded with a Canon PowerShot camera prize. To potentially inspire the next Canon commercial, consumers can also send their missed moment stories to the Canon website. For more information, please visit usa.canon.com/yoursecondshot.

Canon’s HS SYSTEM

The Canon HS SYSTEM, available in the new PowerShot G12, S95, SD4500 IS and SD4000 IS Digital cameras, combines the DIGIC 4 Image Processor with a High-Sensitivity sensor. The HS SYSTEM helps to reduce noise at high ISO levels and expand the camera’s dynamic range, ultimately capturing greater detail and color in images in low-light situations. By boosting the camera’s dynamic range, consumers are able to capture clearer images with less noise and blur than older camera systems. Due to the Canon HS SYSTEM’s higher light sensitivity, it helps deliver brilliant, sharp images without the use of the flash, for a more natural look in photographs.

About Canon U.S.A., Inc.

Canon U.S.A., Inc., is a leading provider of consumer, business-to-business, and industrial digital imaging solutions. Its parent company, Canon Inc. (NYSE:CAJ), a top patent holder of technology, ranked fourth overall in the U.S. in 2009†, with global revenues of US $35 billion, is listed as number six in the computer industry on Fortune Magazine's World’s Most Admired Companies 2010 list, and is on the 2009 BusinessWeek list of "100 Best Global Brands." Canon U.S.A. is committed to the highest levels of customer satisfaction and loyalty, providing 100 percent U.S.-based consumer service and support for all of the products it distributes. At Canon, we care because caring is essential to living together in harmony. Founded upon a corporate philosophy of Kyosei – "all people, regardless of race, religion or culture, harmoniously living and working together into the future" – Canon U.S.A. supports a number of social, youth, educational and other programs, including environmental and recycling initiatives. Additional information about these programs can be found at www.usa.canon.com/kyosei.

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†Based on weekly patent counts issued by United States Patent and Trademark Office.

All referenced product names, and other marks, are trademarks of their respective owners.

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