Canon USA 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, the new Your Second Shot campaign showcases the image-quality value of the Company’s HS SYSTEM, a technology used to sharpen image clarity under poor-lighting conditions.

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, and to promote it, Canon is helping real people recapture their lost moments with the Your Second Shot campaign, which tells the story of Sofia and Dan, a young couple who travelled 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.

In line with the Your Second Shot ad campaign, Canon will also give The Postelles, 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 were reproduced and captured on a Canon HS SYSTEM-enabled digital camera. The re-created performance took place at the Morrison Hotel Gallery located in the historic CBGB Gallery in New York, where select guests were able to enjoy the band’s performance.