ADWEEK AD OF THE DAY, August 9, 2017
Canon Made an Elaborate Rube Goldberg Machine to Set Up Some Crazy Photos

"Featuring a chaotic Rube Goldberg sequence set to the song 'City’s Alive' by Chief White Lightning, it’s a dazzling, upbeat and ultimately charming ode to perspective.

As water tips into buckets that knock over umbrellas and bicycles, and so on, in the usual elaborate domino effect that defines such contraptions, a subtler story unfolds underneath. The protagonist, a heroine photographer who set everything in motion with a rolling lens cap, is chasing the action, capturing key moments in clever, hidden and unexpected ways, all revealed at the end of the two-minute spot in a series of stills."