The guy was sitting in a Dean Street bar soaking up the admiring glances from the early evening Soho crowd - he was young, handsome and alone.

The guy was sitting in a Dean Street bar soaking up the admiring

glances from the early evening Soho crowd - he was young, handsome and


I looked and suddenly felt an unexpected dart of excitement.

As I sat next to him he must have picked up my mood like fingertips

attracting the crackle of static electricity. He knew what I wanted and

I knew he could read me as easily as a checkout girl scanning a barcode.

There was just one thing on my mind: the IXUS camera slung casually

round his neck.

Its not often that a brand inspires the old, child-like emotion of ’I

must have’, but the IXUS is one of those rare animals. To touch it is to

want to use it. The love affair really begins when you press a button

and the camera has a little erection; the neat zoom lens moves into

position with an understated buzz. Hold it in the palm of your hand and

it practically glows with sex appeal. It has the precious quality of a

piece of exquisite jewellery, the precision of a Swiss watch and the

cool image of the miniature Erickson mobile phone. The metallic finish

gives it just enough weight to convey value, but it still feels light

enough to wear round your neck or carry on your wrist.

It’s an old truism that keeping a dog helps you make friends. But why

have the inconvenience of keeping an animal on a lead when you can have

an IXUS on a strap? Like the guy in the bar, I have not been able to

take it around with me without people stopping me and asking to see


Canon turned 60 last year and, to celebrate, it chose to give IXUS the

ultimate accolade by making a special limited-edition, gold-plated


I’m not sure if it would make you more successful at making new friends,

but it certainly means that IXUS is on the shortlist for ’design icon’.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message