NEWS: K staffers star in Pentax fashion push

K Advertising persuaded members of its staff to star in a new campaign for Pentax cameras, that continues the theme, ‘you don’t need luck, you need a Pentax’.

K Advertising persuaded members of its staff to star in a new campaign

for Pentax cameras, that continues the theme, ‘you don’t need luck, you

need a Pentax’.



The press drive, to promote the Espio 115 Micro, is K’s biggest campaign

for Pentax since ‘baby’ scooped gold in this year’s Campaign Press

Awards.



The first execution in the latest campaign features a montage of waist-

to-neck shots of women clad only in their bras. Underneath, a caption

reads, ‘One size fits all.’ In a larger picture, a woman has placed a

Pentax camera inside her red and black bra.



A second ad shows male torsos in different jackets. The larger picture

shows a close-up of a male hand slipping the camera into a pocket. The

third execution shows women’s and men’s legs clad in different sorts of

trousers, from jeans to leather.



The campaign was written by Lisa Thomas and art directed by Dave Scott

at K. It will run for several months from mid-December in style

magazines, including Elle, Vanity Fair, GQ and Esquire. Media is through

Zenith Media.



The ads were shot by Adam Whitaker, whose most recent work included

photography for the Diesel Jeans catalogue. He was picked to reinforce

the idea of the camera as a fashion accessory for 25- to 45-year-olds.



Hamish Pringle, the chairman and chief executive of K, said: ‘One of the

things we all noticed about this camera when we saw it was that it is

stylish and nice to use.’