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
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
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.’