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Canon “Live for the story” 2017

Canon “Live for the story” (2017) is a Canon commercial directed by Megaforce for VCCP, produced by Riff Raff Films (Jane Lloyd, Matthew Fone). It won one award: Epica 2017 Silver Personal Electronics & Devices.

This ad showcases a montage of diverse, exciting, and emotional moments, emphasizing the importance of living life to the fullest and capturing every memory.

Video: Canon Austria on YouTube

Shot by shot

  1. A baby in a high chair holds a lemon slice, with the text "SEI BEREIT_" overlaid on the image.© Canon0:00
  2. A man helps a woman with braided hair in an orange jacket cross a wooden bridge in a lush green forest.© Canon0:03
  3. A person's hand clenches into a fist, showing determination or tension, against a blurred background.© Canon0:07
  4. A young man in a beanie and suit jacket swings high on a swing set against a bright, cloudy sky, silhouetted by the sun.© Canon0:11
  5. A young woman in a yellow shirt drives a bumper car at a brightly lit amusement park, surrounded by other people in bumper cars.© Canon0:13
  6. A father holds his young daughter's hands as she takes steps on a sandy beach with ocean waves washing over their feet.© Canon0:16
  7. A woman with a blue headscarf and striped shirt looks down with a surprised, happy expression in an interior setting.© Canon0:21
  8. A person in shorts and sneakers jumps in the air, seen from behind, with another person partially visible in the background.© Canon0:23
  9. Black text on a white background reads "DAS NÄCHSTE JAHR KOMMT. SEI BEREIT" (The next year is coming. Be ready).© Canon0:28
  10. Two young men in swim trunks jump off a rocky cliff into a lake, creating a large splash in a sunny outdoor setting.© Canon0:32
  11. A person in a blue shirt and khaki pants holds a small child in a white top as they stand in the foamy ocean water at a beach.© Canon0:33
  12. A young woman in an orange jacket and backpack crosses a rope bridge in a lush green forest, with a man following behind her.© Canon0:34

Stills © Canon. Made by VCCP, Riff Raff Films (Jane Lloyd, Matthew Fone) and Megaforce.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Live life, capture moments, create stories, be ready for the next year.

Tagline: “Live for the story”

montage of life momentscelebration of everyday lifecontrast of emotionscall to action for living fullydiverse cast

The cut

Length
40 s
Shots
28
Average shot
1.4 s

What creatives use Canon “Live for the story” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Canon “Live for the story”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A baby in a high chair holds a lemon slice, with the text "SEI BEREIT_" overlaid on the image.© CanonA man helps a woman with braided hair in an orange jacket cross a wooden bridge in a lush green forest.© CanonA person's hand clenches into a fist, showing determination or tension, against a blurred background.© CanonA young man in a beanie and suit jacket swings high on a swing set against a bright, cloudy sky, silhouetted by the sun.© Canon
    Frames from Canon “Live for the story”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Canon “Live for the story” in order, with its length, framing and what happens in it.

    A baby in a high chair holds a lemon slice, with the text "SEI BEREIT_" overlaid on the image.© CanonA man helps a woman with braided hair in an orange jacket cross a wooden bridge in a lush green forest.© CanonA person's hand clenches into a fist, showing determination or tension, against a blurred background.© CanonA young man in a beanie and suit jacket swings high on a swing set against a bright, cloudy sky, silhouetted by the sun.© CanonA young woman in a yellow shirt drives a bumper car at a brightly lit amusement park, surrounded by other people in bumper cars.© CanonA father holds his young daughter's hands as she takes steps on a sandy beach with ocean waves washing over their feet.© Canon
    Length: 40 s · Shots: 28 · Average shot: 1.4 s

  3. 03Ad ideas: every spot built on a montage of life moments

    Before you present an idea, you need to know who has done it, and how.

    Canon “Live for the story” is built on a montage of life moments. Search the library by idea to see every spot that uses it.

    B&Q “Build a Life”© B&QPfizer “Brought to you by Science”© PfizerPearle Vision “Ben's Glasses”© Pearle VisionJohn Lewis “Pink Jumper”© John Lewis
    B&Q · Pfizer · Pearle Vision · John Lewis

More commercials by Megaforce

  • Burbery "Burberry "Open Spaces" (2022) commercial still© BurberyBurbery “Burberry "Open Spaces” 2022Dir. Megaforce · Riff Raff FilmsCiclope Grand Prix 2022
  • Burberry "Festive" (2020) commercial still© BurberryBurberry “Festive” 2020Dir. Megaforce · Riff Raff FilmsEpica Grand Prix 2021
  • Nike "The Footballverse" (2023) commercial still© NikeNike “The Footballverse” 2023Dir. Megaforce · Wieden+KennedyClio Awards Gold 2023
  • Levi's "Buy Better, Wear Longer" (2023) commercial still© Levi'sLevi's “Buy Better, Wear Longer” 2023Dir. Megaforce · AKQAAICP Awards Winner 2023
  • Lacoste "Crocodile Inside" (2020) commercial still© LacosteLacoste “Crocodile Inside” 2020Dir. Megaforce · BETCANDY Awards Gold 2020
  • Finish "Dishes" (2016) commercial still© FinishFinish “Dishes” 2016Dir. Megaforce · Wieden+KennedyBritish Arrows Gold 2016

More from VCCP

  • Mondelez - Cadbury UK "Bus" (2022) commercial still© Mondelez - Cadbury UKMondelez - Cadbury UK “Bus” 2022Dir. Frédéric Planchon · VCCPIPA Effectiveness Awards Grand Prix 2022
  • Cadbury "Mum's Birthday" (2022) commercial still© CadburyCadbury “Mum's Birthday” 2022VCCPIPA Effectiveness Awards Grand Prix 2022
  • Mondelēz "Made to Share" (2026) commercial still© MondelēzMondelēz “Made to Share” 2026Dir. Zak Razvi · VCCPBritish Arrows Gold 2026
  • Co-op "Owned By You,Right By You" (2025) commercial still© Co-opCo-op “Owned By You,Right By You” 2025Dir. Sam Gainsborough · VCCPBritish Arrows Gold 2025
  • Kwik Fit "Reasons to Drive Away Happy Every Time" (2025) commercial still© Kwik FitKwik Fit “Reasons to Drive Away Happy Every Time” 2025Dir. Harold Einstein · VCCPBritish Arrows Gold 2025
  • O2 "Daisy vs Scammers" (2025) commercial still© O2O2 “Daisy vs Scammers” 2025Dir. Matt Carter · VCCPBritish Arrows Gold 2025

Award-winning tech commercials

Questions

Who directed the Canon “Live for the story” commercial?

Megaforce directed it, produced by Riff Raff Films (Jane Lloyd, Matthew Fone), for the agency VCCP.

Which agency made Canon “Live for the story”?

VCCP created it for Canon (2017).

What awards did Canon “Live for the story” win?

1 awards, including Epica 2017 Silver Personal Electronics & Devices.

What is the tagline of Canon “Live for the story”?

“Live for the story”

Sources for the credits and awards

winners.epica-awards.com