NEWS: Lowes milks Diana mania for Olympus Xmas TV blitz

Lowe Howard-Spink is exploiting the post-Panorama Princess Diana wave of publicity with a pre-Christmas press campaign for Olympus cameras.

Lowe Howard-Spink is exploiting the post-Panorama Princess Diana wave of

publicity with a pre-Christmas press campaign for Olympus cameras.



The ad, which promotes Olympus’s AF-10 Mini gift set, breaks in the

national press this week. It shows a Diana lookalike sitting demurely on

an elegant upholstered chair in the same pose that the real Princess

adopted during the famous Panorama interview.



Sadly, however, this ‘Diana’ has had her head cut off by an amateurish

photographer. The line below the picture reads: ‘Avoid getting your head

chopped off by the in-laws this Christmas.’



It continues in the same vein: ‘What do you give the family that can’t

resist snapping away at each other?...In fact, all the in-laws need to

do is load, point and shoot, which, of course, should come as second

nature.’



The ad, which was turned around in less than a week, was created by

Lowes’ copywriter, Adrian Lim, and art director, Jeff Curtis. The

photographer was Andy Green.



Lowes snatched the pounds 1.5 million Olympus cameras account from Young

and Rubicam in July 1994. It produced its first work for Olympus less

than a month later, dropping Y&R’s star, David Bailey, in favour of the

paparazzi snapper, Richard Young.



The campaign has continued with award-winning press ads starring

celebrities such as Sandra Bernhard, Ivana Trump and the former Barings

trader, Nick Leeson.



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