Canon Australia Presents "Change your Lens, Change your Story" – And Why It's a Terrible Video


 
I usually really like Canon's promotional videos, especially those produced by Canon Australia (great example here). But this is not one of them.
 
In the video, Canon Master Krystle Wright introduces Canon Ambassador Lisa Wikinson to three different lenses – the EF-S 10-18mm f/4.5-5.6 IS STM, EF 50mm f/1.4 USM and EF 70-200mm f/4L IS USM.
 
And that brings me to the first thing I don't like about this video – Why in the world is a Canon Ambassador ignorant of the usefulness of these lenses in the first place? Aren't Canon Ambassador's supposed to be somewhat familiar with the Canon lens lineup (or at least the capabilities of various types of lenses)? Canon Professional Network describes Ambassadors as "...some of the world’s greatest photographers." Yet one of them has no idea what wide angle, standard telephoto and telephoto zooms are well-suited for?
 
Ludicrous.
 
But that leads me to the biggest thing I don't like about this video – I feel it goes too far in dumbing-down the usefulness of lenses. In the video, Canon Master Krystle Wright boils down the company's entire lineup to three "types" of lenses – landscape, portrait and sport.
 
I think I would have preferred if Canon had stuck with the more prevalent terminology – wide (or ultra-wide) angle, standard telephoto and telephoto zoom. These terms describe the physical aspects of each lens that make it well-suited for various uses rather than pigeonholing the lens to a specific (and very limited) use.
 
I've shot portraits with wide angle lenses, medium telephoto and telephoto zooms. And I often shoot sports with standard and medium telephoto lenses (wider apertures work especially well for dimly-lit gymnasiums). Why Canon would advertise its lenses in this way is beyond my comprehension. :-/ [Sean]
 
Am I being too hard on Canon Australia? Let me know in the comments section below.
 
B&H carries the following lenses:
 
Posted: 10/1/2014 8:13:51 AM CT   Posted By: Sean
Posted to: Canon News    Category: Photography Education Videos
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