Ads exist to heckle, guilt, tease, annoy and shame you into buying something you'll likely not enjoy.
Occasionally, though, an ad comes along that says: "Yes, you know this is an ad, but Lordy, it's one that actually respects the fact that you've had enough of being guilted, teased, annoyed and shamed into buying something you'll likely not enjoy."
This is one of those ads. Released last week by Canon Europe, the ad shows you nothing more than deer coming out at night in an English subdivision. Oh, there's also a fox.
The beauty of the spot is that the camera doesn't disturb either the life on the screen or the patience of the person watching it. It does what some of the greatest photography does: observe and record without imposing itself on life.
Given that cell phones now seem to take the majority of pictures (especially if you believe Apple's ads) Canon, which makes consumer and professional cameras and camcorders, has to express its expertise. To accompany this oeuvre, the company offers expert tips about the techniques used to shoot in the middle of the night.
I've watched this ad a multitude of times. Its sheer contemplative nature offers thoughts of how we're all wandering around the world looking for some peace and hoping that others just let us get on with it.