BMP DDB TV spot for Nikon brings digital to a wider audience

BMP DDB is launching a national television campaign for the camera giant Nikon. The campaign promotes the idea that, through time, certain truths never change, and show people using Nikon cameras to capture important moments.

The work is the first TV campaign Nikon has run this year, and uses the strapline: "The future is more predictable than you think." Its return to television aims to take digital photography to the mass market, as it has traditionally concentrated on niche photographic press.

The 40-second clip features a number of vignettes showing that the future will have certain elements that will be familiar to us.

The advertisement starts with the voiceover "one hundred years from now ...", and goes on to show various clips such as a dog jumping for a stick with the voiceover "dogs will still chase sticks", and an egg hitting a politician, with the words "politicians will still be economical with the truth."

The spot ends with an image of a Nikon camera and the strapline: "The future of photography."

BMP's latest work follows the £1.5 million TV campaign it launched for Nikon last year.

The ad was art directed by Grant Parker and written by Patrick McClelland.

It was directed by Steve Hudson through Joy Films. Media planning and buying is through OMD.

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