Fuji: Orgasm

Finepix F70 with smile capture

Advertising Agency: RMG-JWT, Gurgaon, India
Chief Creative Officer: Adrian Miller
Executive Creative Director: Priti Kapur
Creative Director / Art director: Anupama Ramaswamy
Creative Director / Copywriter: Simran Sahni
Agency Producer: Prantik Dutta
Photographer: Photolibrary
Retoucher: AmitJha / one lab

May 2011


Ron Burgundy's picture
Ron Burgundy
1634 pencils

who's the camera man in this scenario...creepy

Rotzgoht's picture
186 pencils

I lol'd for real.

yesprabhakar's picture
72 pencils

Congratulations Photolibrary ! Oh...Whats so many Creative Directors doing here ? ;-)

MidasTouch's picture
1024 pencils

WTF, too. What is it about?
When they made this ad, did they think about the billions of way this could be interpretated?

//usevertising v.s badvertising//
C'est une question de vie ou de mort.

Themadartist1972's picture
325 pencils

is it a print for toothpaste ? orgasm ? rubbish next

Davai's picture
618 pencils


Jaap Grolleman's picture
Jaap Grolleman
6992 pencils

I think many people are looking for a meaning that's not really here.

Justix's picture
24 pencils

Of course there is a meaning, you just dont get it

Ron Burgundy's picture
Ron Burgundy
1634 pencils

even if there was a "huge idea", both of them are smiling...it shows a product short coming in the ad itself

Justix's picture
24 pencils

That's why you deduce there is only one smile.

Ron Burgundy's picture
Ron Burgundy
1634 pencils

I love being proved wrong...honestly/seriously/no joke.....please explain why there is only one smile highlighted and yet I see two people smiling

Brainsugar's picture
1624 pencils

This is a great campaign! It shows that the smile of the girl is not a smile! She didn't have an orgasm, but she didn't want to hurt her boyfriend. It's a view of the spirit.
... But why explaining....
Great ads.

Ron Burgundy's picture
Ron Burgundy
1634 pencils


atb2005's picture
13561 pencils

This campaign is NOT great. This could have worked only in a commercial. The meaning gets lost in print. I too got it. Unfortunately, the so called "fake" smiles don't really seem that fake to me.

HappyHour's picture
2381 pencils

That's because you don't have the advanced smile-sensing technology that this camera has.

atb2005's picture
13561 pencils

Stop bickering, kids. The campaign is totally meh. And I just noticed that the title says "ORGASM". lol There's nothing orgasmic about this ad. That said, what stupid feature is that? A smile capture.. Reminds me of Ford's "nozzle recognition".. In any event, in all ads I see all smiles captured.

Ron Burgundy's picture
Ron Burgundy
1634 pencils

Fair enough

Glut's picture
3937 pencils

lame series!

abake's picture
1264 pencils

Smile-recognition has become par for the course in cameras, so this is a nice way of making your brand stand out with a message that makes fun of "smiles".
I really like the campaign.

kleenex's picture
40716 pencils

oh man is this set bad...

HappyHour's picture
2381 pencils

Just about everyone here missed the idea, so as clever as this is, I guess it's a bit too subtle..

Galo's picture
446 pencils

Not clear. Its only undertandable with the ad title, wich is not in the ad itself.

Ron Burgundy's picture
Ron Burgundy
1634 pencils

Do this series a favor and call it "real smile capture"

HappyHour's picture
2381 pencils

I disagree completely. That might help the creative but would work against the strategy and product message.

atb2005's picture
13561 pencils


It's clear that the majority of people don't get it. Therefore, it's a failure. And without a TITLE (orgasm), would you really know what's going on?? Give me a break.

Ron Burgundy's picture
Ron Burgundy
1634 pencils

perhaps, whattya think could solve it?

dthlb72's picture
545 pencils

What it might seems good, but logically does it mean the camera won't snap if everyone's faking it?

ace85le's picture
3939 pencils

Very very weak as compared to the other two. It doest tell a story. The wedding one says jealousy and the pregnancy one says fear. Wat does this say????



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dj_darora's picture
15 pencils

Happydent Should Use this idea....

nemesis's picture
765 pencils

not good

dilir's picture
31 pencils

Ha, ha, ha!,,...Great! Would have preferred it the title were not there.

Siddarth Basavaraj's picture
Siddarth Basavaraj
1673 pencils


Love creating ads..

admindedmadman's picture
96 pencils

Sort of nice!

Take away every bit of humanity, and you will feel expression.

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