Telegraph and Times shun Olympus work
By MICHELE MARTIN, campaignlive.co.uk, Friday, 27 June 1997 12:00AM
An Olympus press ad has been banned by the Telegraph and the Times because it is a pastiche of an obituary page.
An Olympus press ad has been banned by the Telegraph and the Times
because it is a pastiche of an obituary page.
The ad, by Lowe Howard-Spink, uses a death notice format to mourn the
passing of traditional cameras in a promotion for the company’s Digital
The cameras store images on computer which can be accessed using a
The full-page black-and-white execution features tributes to such
traditional photographic paraphernalia as the darkroom, the film and the
one-hour processing service to make its point.
A tribute to negatives reads: ’The negatives have died, aged 162. And,
as lens caps are placed on to millions of cameras around the world as a
mark of respect, it’s hard to believe they are no longer with us. In the
end though, nothing could be done to save them, their demise eventually
being hastened by the arrival of Olympus digital cameras.’ The ad was
written by Paul Marshall and art directed by Gary Marshall.
But the two broadsheets did not see the funny side and refused to carry
the ad when it broke last Thursday. It has appeared in the Guardian,
Observer, Independent, Daily Mail and Evening Standard.
Tim Lindsay, Lowes’ chief executive, confirmed the two papers had turned
down the idea, but added that it was not intended to shock. He said:
’Without trying to be deliberately controversial, we do try to do
dramatic ads for Olympus and sometimes that rubs some publications up
the wrong way.
It’s unfortunate that a couple of papers have chosen to take this
No-one at either the Times or the Telegraph was available for
Olympus Digital Cameras has won the Newslink Radio Creative Award for
its radio ads, also through Lowes.
This article was first published on campaignlive.co.uk
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