Fujifilm Digital Cameras: Broken lamp

Fujifilm Digital Cameras: Broken lamp
Average: 4 (1 vote)

Fuji had an idea.
Photos in the dark, only with the new Fuji line with exclusive Super CCD Technology.

Agency: DPZ, São Paulo, Brazil
Creative Directors: Carlos Silvério, Francesc Petit
Art director: Pedro Rosa
Copywriter: Roberto Kilciauskas
Photographer: Paulo Vicente

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10 comments

jennywhx's picture
1142 pencils
jennywhxSaturday, January 20, 2007 - 13:06

i was interest with this new camera....Photos in the dark? hum...the layout of the ad above seem could be improve.

http://jennywhx.blogspot.com jwhx:Visionary

slim's picture
1047 pencils
slimSaturday, January 20, 2007 - 14:04

I'm confused... why's the globe broken?

jennywhx's picture
1142 pencils
jennywhxSaturday, January 20, 2007 - 15:15

in the dark

http://jennywhx.blogspot.com jwhx:Visionary

slim's picture
1047 pencils
slimSunday, January 21, 2007 - 00:14

oh i get it now. but the problem is the lightbulb is the universal symbol of 'ideas' and the headline suggests Fuji have had an idea, yet the visual conveys that the idea's somehow busted. Maybe it's not me that's confused... maybe it's the people who made this average ad.

like.a.boy's picture
227 pencils
like.a.boySaturday, January 20, 2007 - 23:06

It's too obvious the lights come from the side.
Two CDs, an AD + a Writer... 4 brains but none are working.

Toro's picture
1007 pencils
ToroSunday, January 21, 2007 - 08:16

I thought the Brazilians would have grown up by now and do serious advertising instead of the non stopable scam showers each year at Cannes.
Wrong.

kre8's picture
989 pencils
kre8Sunday, January 21, 2007 - 23:08

aishiteru aishitenai - where are you from?
india?
i wouldnt be talking about producing scam only for cannes.
anyway, i doubt theres any danger of this having any impact at cannes anyway.

Toro's picture
1007 pencils
ToroMonday, January 22, 2007 - 15:21

I don't see what my comment has to do with where I come from. But you're right about the impact, there is hardly anything coming from this ad.

Just that Brazilian advertising always looks completely off strategy, are always one-offs, and are generally more damaging to the brand than what the value of the award is. This ad looks like another shot in the dark (no pun intended) hoping it will reap some metal somewhere.
Do those people really believe that this stuff works? There are two ideas combined here. Is advertising meant to confuse people or to make things understandable?

fifthbullet's picture
188 pencils
fifthbulletMonday, January 22, 2007 - 09:25

i believe the idea is u can still take shots even when light bulb busted...

this ad is sucks! especially the line "fuji had an idea", what kind of crap is that?

R®'s picture
115 pencils
R®Thursday, March 22, 2007 - 12:04

I totally agree. gives new meaning to the word Lame. esp the line..