NEWS: Pentax shows star photo ads

The celebrity photographer, Terence Donovan, has shot his first self- portraits for Pentax’s latest advertising campaign.

The celebrity photographer, Terence Donovan, has shot his first self-

portraits for Pentax’s latest advertising campaign.



The press campaign is the first work K Advertising has produced for

Pentax since sweeping the board at this year’s Campaign Press Awards

with its ‘baby’ ad for the Pentax Espio 738 ‘point-and-shoot’ camera.



The new ads, which promote the client’s professional and ‘serious

amateur’ range, were created by K Advertising’s creative director, Keith

Courtney, and his copywriter, Jon Bray.



The first execution shows Donovan holding a Pentax 67. The caption

reads: ‘Pentax hasn’t advertised this camera for over 20 years. But

Terence Donovan has.’



The second ad promotes the MZ-5, a camera for experienced amateur

photographers. Underneath a shot of a moody looking Donovan, the copy

reads: ‘When we pointed out that we would like it back, he pointed out

his black-belt in judo. So did it get the thumbs up? We think so, but we

didn’t like to ask.’



The campaign will break in the specialist photographic press and then

roll out in style and men’s magazines later this summer.



Courtney said: ‘This is a completely different market from the Pentax

Espio 738. This time we are talking to people who know their stuff.’



The Pentax account director at K Advertising, Simon Varnals, commented:

‘Using Terence to endorse the Pentax 67 and MZ-5 will give more

credibility to the brand.’



Media planning is by K Advertising, with media buying through Zenith

Media.



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