March of the cameras

Toronto-based Olympus Canada's first foray into TV is off to a good start.

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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 and CD Stephen Stanley at, co-curators of strategy’s Creative space.