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