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.

Credits

Man dipping camera into Laksa soup The campaign was developed at Saatchi and Saatchi, Sydney by creative director David Nobay, art director Matt Gilmour, and copywriter Anthony Moss.

Director was Miles Murphy at Goodoil Films

Best Ads on TV host a director’s cut in quicktime format (1.5 mb) (you’ll need to sign up).

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This entry was posted on Saturday, June 24th, 2006 at 11:43 pm and is filed under Inspiration, TV Ads Cinema and Online Videos. You can follow any responses to this entry through the comments feed. You can leave a response, or trackback from your own site.