Guess who is the hottie who has signed an exclusive endorsement with Canon?

After much anticipation, Piolo Pascual has officially shaken hands with Canon Marketing Philippines for its Imaging Communications Products Division. He will be the new face for Canon’s sub-brands which include the PowerShot and Digital IXUS compact camera, EOS digital single-reflex camera, VIXIA camcorder, and SELPHY compact photo printer lines.

Piolo Contract Signing with CANON PHILS

As its new endorser, Canon has prepared several plans for Piolo – the first being a major shoot with famed fashion photographer and Canon ambassador, Raymund Isaac, for all of Piolo’s advertising and PR campaign materials.  More surprises and activities can be anticipated in coming months.

“I am very much honored to be part of a brand that I really trust through all these years,” Piolo said. He adds, “Honestly, I couldn’t help but feel like a little boy opening Christmas presents.” Ha! I know how you feel. Being a Canon user himself he owns the coveted Canon EOS 5D Mark II and a PowerShot G10!

Piolo Pascual with Canon Team

Canon may be one of his best endorsements to date due to his personal preference for the brand. Piolo said, “I have always believed in Canon as a brand. My fondness for Canon is a reflection of the brand’s uncompromising quality through the products it develops and the results it delivers. In fact, ever since the digital age started, I have always been a Canon user. It really is worth the investment.”

With Canon President CEO Allan Chng

Aside from leveraging on Piolo’s celebrity status, Canon is also excited to collaborate with him for social-oriented projects for the country. Canon asked Piolo about his advocacies and he said that he has two main thrusts: education and nation-building. For a more sustainable educational system in the country, Piolo promoted Hebreo 12:1 Foundation, an organization he and his mom started a few years back that supports indigent students throughout their basic education up until college. Piolo adds, “Through our efforts, we [at Hebreo 12:1 Foundation] hope to open more opportunities in the future for the children we support.”

On the other hand, Piolo’s advocacy for nation-building stems from his vision of wanting the Philippines to be loved and appreciated once again, not just by foreigners, but among Filipinos as well. Piolo said that many [Filipinos and foreigners alike] think that our country is dirty, polluted, unsafe, and the like. He wants to change this perception, saying “I want them to see how beautiful our country is.” Piolo adds, “[As Filipinos] we are so blessed for the amount of resources and beauty our country can offer. We have all these wonderful places, sights and people that we can all continue to be proud of.”

Watch out for more of Piolo as the newest Canon endorser. (some text from their press release)