In a rare move, Canon congratulated key rival Nikon on the launch of their latest full-frame digital camera in a full page ad in the New York Times. The ad features a photo of the new Nikon Df–a full frame camera with retro styling-with the simple line, “Good Luck with that.” Following the launch of the Nikon Df, Canon stock is up 10%.
The move, although unusual, is not unprecedented. Following the release of the EOS-M, Nikon ran a full page ad in Japanese trade papers stating, “Nikon Congratulates Canon on the launch of the EOS-M” with the ad illustrated with a tortoise.
UPDATE: Nikon responds!