+++ UPDATE: As I see it, the See Impossible campaign is a rebranding of Canon as a multi-tasking do-everything conglomerate…

“Mission impossible” by Canon — Mixing marketing with wit and philosophy, not something you see everyday in the photography industry. Now Canon, world’s digital imaging leader, does exactly this with a new countdown campaign. Whatever product they’re making us drool over, here’s the truly ingenious teaser:

This message goes out to fear, doubt, logic and reason.

To excuses, distractions, procrastination, inertia, critics, cynics, realists, pessimists, resistance, conventional wisdom.

To the peanut gallery, the so-called experts, the good enoughs, the urges to pass the buck, the easy way out, the snooze button, the panic button, and to that little voice in the back of your head that says,

“It can’t be done.”

To all of it, we apologize.

Because we don’t see what you see.

At Canon, we see impossible.

Pretty bold and cryptic, hey? The same ad appeared in the New York Times. Better expect not much more than hot air?

Photokina is history, Canon clearly waited for the whole world’s attention.

Finally a pro grade compact full-frame mirrorless? Another Canon photography contest? New sensor technology? Electronic paper to display photos? Apochromatic lens design? Canon entering the smartphone market? A Rebel/Kiss special edition…

Interestingly, haven’t yet seen anywhere else that red cube on the left of the Canon logo with the luminous ball inside. Kind of a new logo? Product line?

For where I live, the countdown teaser ends Tuesday, October 7. Stay tuned!