The Greens, a fictional family, uses Fuji Photo Film to capture everyday mo ments in a new campaign that breaks today from Publicis, New York. Spending is estimated at $20 million.
In one of three 30-second spots, Mr. Green offers his daughter's date candy after learning that the teen is a mascot for the high school football team. The dad uses a Fine Pix F401 digital cam era to catch his daughter's disgust when she notices her escort's licorice-filled braces.
Another ad finds Mrs. Green and her children frantically searching for a QuickSnap one-time-use camera. Once it's found, they shoot Mr. Green vacuuming. Mrs. Green lauds him, saying, "I'm so proud of you honey."
In the third, Mr. Green uses Fuji's digital photo-developing kiosks to pro cess shots of his wife and kids. When he gets home, he puts the photos on a couch and plays charades. The fam ily walks in as he's grimacing horribly.
The work, aimed at households with kids, is meant to show Fuji has the pro ducts for capturing both special and everyday events, said Pub licis group account director Jennifer Garr.
"Taking pictures used to be about special occasions ... Today, people are using these pro ducts everyday. We wanted to reflect that," added Publicis ecd David Corr.
The name Green leverages Fuji's signature color, said Corr. Last year's effort, also from Publicis, showed people using Fuji products to attract a girl or make up for a forgotten anniversary. The "Do you speak Fuji?" tagline has changed to "Get the picture," a line the client deemed "universally adaptable," said Corr.
The goal is the same: Position Fuji as a leader in new imaging technology, said Garr.
Spots will air through year's end on shows such as Alias and ER, and cable networks like TLC and VH1. Print will run in magazines such as People and Wired.