Olympus Shockproof Waterproof Digital Camera in Laksa Soup

Olympus launched its tough Mju 720 SW camera in Australia in March this year, with a campaign of camera abuse showing off its shockproof, waterproof and foolproof capacities. ‘Laksa’, one of the television commercials in the campaign, is on the shortlist for Cannes Advertising Festival in the Home Electronics and Audio Visual Film section. The spot shows a man sitting in a food court enjoying his bowl of laksa noodle soup. He is oblivious to the fact that his Olympus camera, hanging from his neck, is dangling into the soup. The super tells us that this camera is waterproof, shockproof and foolproof.

The Australian Olympus web site has a page dedicated to the tough camera: www.olympus.com.au/tough. The site is heavily flash-reliant, providing a number of scenarious in which cameras could go through everyday punishment. The site features the TV ad but doesn’t seem to run it with consistency. Specifications on the site tell us that the Olympus Mju 720 SW is waterproof to 3 metres, shockproof to 1.5 metres, provides 7.1 megapixel quality and 3X optical zoom with a 2.5 inch LCD screen. The specifications don’t specify the limits of the camera’s foolproof qualities of course.


The campaign was developed at Saatchi and Saatchi Australia, Sydney by creative director David Nobay, art directors Matt Gilmour and Pete Buckley, copywriters Tim Brown and Anthony Moss, agency producer Llew Griffiths, account supervisors Paul Mendham and Sarah Balme.

Director was Miles Murphy at Goodoil Films with producer Matt Long and director of photography Susan Stitt.

Editor was Drew Thompson at Guillotine.

Sound was designed at Nylon Studios by Simon Lister.