Olympus America Returns to TV | Adweek Olympus America Returns to TV | Adweek

Olympus America Returns to TV


The Martin Agency's first television campaign for Olympus cameras focuses on the tagline, "Nothing's impossible."

The Richmond, Va., shop's engaging, humorous work represents Melville, N.Y.-based Olympus America's first TV advertising in six years.

"Olympus had great success building its brand through beautiful, top-quality products," said Martin group creative director Hal Tench. "Now, as things get more competitive, they've decided to toot their own horn."

Three 30-second TV spots begin airing on national cable outlets and selected broadcast "event" programming this week. A print component will run in professional photography and trade magazines.

Martin won the estimated $15 million account last spring [Adweek, May 28] after a three-month review.

Martin's challenge is to extend the Olympus Stylus camera's lead in the point-and-shoot category while ex-panding its share in the competitive digital arena. Like other brands, Olympus is facing a dramatic shift in retail sales from film to digital cameras.

The "Nothing's impossible" theme is driven home in the commercials. In "Beach," a surf-casting couple photographs a prize catch, only to have the fish's digital image smell up their vehicle. The problem is solved when the woman photographs a sweet-smelling flower.

Music and voiceovers ("The most realistic digital images yet") replace dialogue in all the spots.

"See-Saw" shows a beautiful woman sitting opposite a seemingly sentient digital camera on a teeterboard. Im-ages captured by the camera—a feather and 50- pound bags of potting soil—alternately raise or lower the woman. The ad closes with the mischievous camera focusing on a school bus.

Joe Alexander was the copywriter, Mark Braddock art directed and Steve Humble produced. Dominic Murphy of Partizan/London directed the spots, which were shot in San Francisco.