DSLR Clueless Losers – All Gear No Idea

Sony has launched “DSLR Clueless”, an online advertising campaign for the NEX camera range, created to out those with DSLR gear and no idea how to use it. Nine videos on the DSLRGearNoIdea Youtube channel expose the foolishness of Macro Freaks, Flashers, Foreign Correspondents, Lens Spotters, F-Stop Fusspots, Sideline Heroes, Vidiots and Status Updaters. The campaign will be seeded via social media, online publications and photo enthusiast blogs and websites, encouraging viewers to share it with someone who reminds them of the personas featured in the video. The campaign also involves an extensive media schedule that includes out of home media, retail, experiential, digital and radio.

DSLR Status Updaters

These are the DSLR clueless – all the gear and no idea. Click on the image below to play the video.

A photographer misses all the action on the bike race and tennis court as he adjusts his lenses. Click on the image below to play the Sideline Hero videos in YouTube

Australia boasts strong ownership of DSLR cameras with 30% of Australians having purchased one of these professional cameras. However according to a Sony study, this ownership has not translated into an upgrade of skills with almost two-thirds of DSLR consumers using their camera on auto-mode either always or most of the time. Furthermore, the study shows that one in three DSLR owners don’t know how to use their camera, which may correlate to why so many DSLR users are snapping images purely on auto-mode.

DSLR Clueless


The Sony Clueless campaign was developed at Havas Worldwide Sydney by executive creative director Steve Coll, digital creative director Jay Morgan, creatives Chris Johnson and Paris Giannakis, senior account director Alice Harrington, senior account manager Siobhain Hayes, agency producer Ros Payne.

Filming was shot by director Scott Otto Anderson via Photoplay with producer Florence Tourbier.

Media was handled by OMG. Strategy was managed by Naked Communications. PR was handled by Hausmann.