These cameras are on a mission.
Toronto-based Olympus Canada’s first foray into TV is off to a good start. The epic 60-second commercial features penguinesque Olympus Stylus SW digital cameras braving the elements to demonstrate their waterproof, freezeproof and shockproof qualities. The spot is charmingly animated by Toronto-based studio 4stroke.
‘We’re into a pretty fantastic magical voyage here,’ says Doug Robinson, CD at Toronto-based Doug Agency. ‘We were looking for something that could translate [the camera’s] ruggedness…the strategy is to reinforce that this is a camera that goes anywhere.’
The spot’s media buy emphasizes sports channels like TSN, OLN and the NHL Network. ‘The target is broad. [But], specifically, we’re looking at adventurous people,’ says Robinson.
Previously, the electronics co focused its ad spend on less expensive media like print and OOH. The foray into TV already looks worthwhile: the U.S. office has already picked it up.
advertiser: Louis Chatel, director sales and marketing, Tom Schuler, marketing manager, Olympus Canada
agency: Doug
CD: Doug Robinson
AD: Michele Tenki
copywriter: André Bell
business manager: Danielle Lombardo
producer: Angela Carroll
design & animation: 4stroke
composer: David Fleury
music producer: Maggie Blouin
You are cordially invited to submit your new, dead clever and previously unrevealed campaigns to editorial director Mary Maddever at mmaddever@brunico.com and CD Stephen Stanley at sstanley@brunico.com, co-curators of strategy’s Creative space.
