The £2m ad campaign will run over the summer in two phases. The first ad will launch this weekend during the Champions League final on ITV and Sky, to promote Fujifilm's new FinePix camera models, the XP30 and F500 series.
The ad has been created by Ogilvy Germany and features a bungee jumper in New Zealand. He dives off a bridge after a Fujifilm camera, which has been thrown off the bridge to encourage him to jump.
The second phase begins on 28 June and showcases the F500EXR. Both phases include a heavyweight TV campaign, video-on-demand, lifestyle and national press advertising, and in-store promotions.
Ogilvy worked in tandem with MJ Media, the independent entertainment media planning and buying agency. The creative director and copywriter was Markus Bredenbals, Jan Flentje art directed the ad. First Floor Filmpartner GmbH was the production company.
Lucy Edwards, marketing manager of Fujifilm UK, said: "The bungee concept stood out for us at Fujifilm for its fresh, exhilarating approach, and as an innovative and memorable way of showcasing the high-zoom Fujinon lens and cutting-edge technology".