Olympus E-520: Arm

Introducing the anti-handshake E-520.

Advertising Agency: Turn Creative, Hong Kong
Creative Directors: Tony Hon
Copywriter: Tony Hon
Photographer: Ricky Wong
Retoucher: Alex Liu
Published: June 2008

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44 comments

Rboyle's picture
Rboyle
33 pencils

You could still have a shakey hand.

JAGGY's picture
JAGGY
1382 pencils

Exactly.

Jaggy, MICA Ahmedabad

vwray81's picture
vwray81
256 pencils

Yep I was thinking the same thing too.

And OMGOSH anti-shake technology in a camera? Wow! This is truly technology of the future. Did you also know that television sets come in color? I shit you not! lol

Guest's picture
Guest

big lol

fersvax's picture
fersvax
1237 pencils

Too literal.

FER.

Frits Harkema's picture
Frits Harkema
713 pencils

And now a different angle.

tomotzi's picture
tomotzi
51 pencils

this hurts.

Jon-Paul Mountford's picture
Jon-Paul Mountford
889 pencils

Ugg, horrible, horrible, horrible.
either over retouched or bad CGI on the straps aswell.

www.jpmountford.com

Pinescliff's picture
Pinescliff
42 pencils

it's cool. just take it outside into the environment. and take more hours of photoshop.

bknowlden's picture
bknowlden
3647 pencils

I agree, I mean I have no idea of the budget, but if this were a full environment and someone bolted to a tree or something these would be a lot more impactful. But then again, it' much easier to art direct an ad thats finished.

stateoftheart's picture
stateoftheart
181 pencils

i think they're getting their arms and hands mixed up.

MonsieurD.'s picture
MonsieurD.
42 pencils

Hummm... idea its ok. Bad art direction.

Marc G's picture
Marc G
20 pencils

LOL please tell me its a joke!

sumbody's picture
sumbody
136 pencils

Yeah that's so cool…talk about anti-HAND-shake…and the only thing that is'nt fixed is…the HAND…ta daa

ChuckNorris's picture
ChuckNorris
834 pencils

Funny, there is no art director in the credits.

chunkylover's picture
chunkylover
51 pencils

LAME!!!!!!!!!

Crisp One's picture
Crisp One
2007 pencils

LAMER!!!!!!!

LeeHarvey's picture
LeeHarvey
3045 pencils

LAMEST!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

shoot's picture
shoot
36 pencils

ryt.

justeelona's picture
justeelona
27 pencils

lame .......

ahpitt's picture
ahpitt
342 pencils

No surprise!

sonucoues2002's picture
sonucoues2002
804 pencils

gud idea

StuartLittle's picture
StuartLittle
468 pencils

Visual conveys the wrong message. Camera is so unreliable that after having ur arm tied ur hand may still shake.

Adaddicted's picture
Adaddicted
3435 pencils

Not at all honest to the statement.

withalltherespects

wickedcheese's picture
wickedcheese
84 pencils

All hail the power of a tripod!

EddieZhao210004's picture
EddieZhao210004
68 pencils

oh, wrong concept! Image stability system or anti-arm-shake system? No insight! I guess they dont know what the anti-shake system is.

tamer samy's picture
tamer samy
683 pencils

awesome..

kshitijsalve's picture
kshitijsalve
25 pencils

This doesn't make sense... if the technology is anti-shake, why nail the hand???

funky_frogii's picture
funky_frogii
2538 pencils

i think a tripod stand used in difficult places,
would this be better?

love anything creative
http://addot.blogspot.com/

Infected by a virus called CREATIVE | "And ya I Love Everything"
http://addot.blogspot.com | http://creativecreepers.blogspot.com

SuperChicMillionaire's picture
SuperChicMillionaire
34 pencils

Anti-handshake? agree with many comments above, execution failed...

pushpy's picture
pushpy
21 pencils

learn more about camera. But atleast you guys tried something.

Mai_Maged's picture
Mai_Maged
123 pencils

creative idea ;)

uvendire's picture
uvendire
28 pencils

why is anti-handshake important as a feature of a camera?
what is the benefit of anti-handshake to SLR users?

I am looking for a camera to own and olympus with this ad is far from motivating me for their brand.
Creatively this idea reminds us a lot the canon "steady shot" capaign (cheeta, the baseball player...) which is a great campaign to me.

Olympus, however with "the fastest autofocus" ad, did really good. Remember?
http://adsoftheworld.com/media/print/olympus_e_3_autofocus?size=_original

mara's picture
mara
64 pencils

Try using a robotic hand instead. At least it adds a twist to it.

mansoor khan's picture
mansoor khan
35 pencils

nice idea

mrtalented's picture
mrtalented
2175 pencils

silly

Kateter's picture
Kateter
2020 pencils

anti-shake?

I thought it's too heavy.

LAMESTEST!

puppiepoppy's picture
puppiepoppy
1636 pencils

The ad reads this...

With this shitty camera, you need to bolt your hand to get a decent picture.

I'm SOOOOOO not buying this camera.

Umberto Vonspiel's picture
Umberto Vonspiel
81 pencils

Yep. It's somehow frightening.

-

Marcela Cáceres's picture
Marcela Cáceres
108 pencils

Too literal and looks awful... Someone was very tired when they got this brief...

LTFournier's picture
LTFournier
64 pencils

badddddddd

homutmiranda's picture
homutmiranda
37 pencils

guys, it doesn't matter if the hand will still shake even the arm is locked. What really matters is putting an abstract & simple idea onto paper, not too much logic! i think the creative directors have done a quite good job in conveying the message for the brand as well as connecting consumers with the brand. However, they should perhaps push a bit harsher on the execution, for instance, asking themeselves possible reverse responses & admit the business world does not have much room for idealism.

jamshed_nawaz's picture
jamshed_nawaz
10 pencils

dont know who was inspired first....similar concept - different POV. by canon or viceversa by olympus

http://adsoftheworld.com/media/print/canon_baseball

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