Keep Your Friends Close with Fuji Slow Dance

Fujifilm is introducing the new Z10 camera in Australia with a TV ad showcasing the camera as a social networking tool. A young couple dance alone in a car park. As they take their own photograph their friends join them one by one. The 50 second ad finishes with a group hug. The Fujifilm Z10’s features allow such instantaneous sharing of such accurately captured moments, it’s like having all your friends with you, even when they’re not. There’s something beautiful and touching about the spot – but doesn’t the presence of all these friends somewhat spoil the romantic moment?

Couple dance in Fuji TV ad

Click on the image below to play the video.


The Fujifilm campaign was developed at Publicis Mojo Sydney by executive creative director Darren Spiller, creative director Micah Walker, art director Russell Heubach, copywriter Mike Burdick and agency producer Jasmin Ferguson. The creative team worked with the connection the Z10 camera has with young people, with features like blog mode, face detection and wireless transfer. The advertising campaign was designed to connect the technology with the way young people keep their circle of friends in the loop through blogs and social networking sites such as Facebook, MySpace and Bebo.

Filming was shot by director Sean Meehan via Soma Films, Sydney, Australia.

Music is ‘Slow Dance’, written especially for the Fuji ad at Nylon Studios. Hear the whole song again at the Nylon Studios MySpace site. I’ve put my take on the lyrics below.


As the space between us narrows
I part with all my shadows
Cause shadows can be cold
Never thought I’d let you
gone until I met you
said I wouldn’t fall this far
oh into your arms
how into your arms
how into your arms.

The Z10 is being promoted online at