Lowe Lintas has launched a national press campaign for Olympus UK
in support of the launch of the company's new MJU II ZOOM 170
The campaign features famous photographic moments and asks the consumer
to imagine what might have happened if the photographer hadn't had a
camera as easy to use and reliable as the new MJU.
The first execution, which breaks this week, recreates a famous Marilyn
Monroe photograph, but the photographer has clearly missed the vital
moment when the Hollywood star stands over the subway air vent and her
dress is blown up from beneath.
The ads use the endline: "Olympus. Great photos wait for no man."
Sarah Cubitt, head of marketing communications at Olympus, said: "Our
new MJU model, like the rest of the award-winning range, is all about
combining sophistication with simplicity. Lowe's latest work
communicates this to great effect."
The campaign was written by Micky Tudor and Brian Turner and was shot by
Laurie Haskell. Media planning and buying is being handled by Initiative
In February, FCB won the £5 million Olympus pan-European account
with a brief to handle the spring launch of the company's new digital
camera across the continent.
The assignment is not expected to affect local agency arrangements. But
Harry Reid, FCB's international president, said at the time: "Olympus
has some ambitious plans and we are looking to win the rest of the
business country by country."