X.Com Takes Olympus’ Picture

LOS ANGELES-Baby boomers whose photography hobbies have taken a back seat to breadwinning and child rearing are the target of a new print campaign by Santa Ana, Calif.-based X.Com for Olympus’ C2000-Zoom digital camera.
The 5-year-old shop won the ad business of Olympus’ Digital Imaging Systems Group a year ago. It had been handled by McCaffery Ratner Gottlieb & Lane, New York. X.Com partner and creative director Joe Duffy would not discuss billings. The effort will be backed by $1-5 million in spending, according to industry estimates.
The campaign broke in the May 14 issue of The Wall Street Journal and also appears through mid-July in Time, the San Jose (Calif.) Mercury News and a host of photography and computer magazines.
One ad shows a man in 1970s-style clothing holding an older Olympus camera. To his right is an image of the C2000 with copy that reads, “Remember the first camera you fell in love with? Here’s the filmless version.”
For technophobes, “filmless” should be less off-putting than “digital,” said X.com partner and chief financial officer Steve Webb.
A second ad shows people taking a photo of themselves. A poorly cropped image shows in the LCD. The copy states, “If you still can’t take a great picture, it’s you.” ƒ