Sony NEX 5: A little professional, Sport

This campaign sees professional photographers positioned to take a shot holding a large
SLR camera that has been replaced by a Sony compact camera.

Advertising Agency: Saatchi & Saatchi, Sydney, Australia
Creative Director: Steve Back
Art Director: Nils Eberhardt
Copywriter: Steve May
Art Director: Justin Carew
Photographer: Andreas Bommert
Retoucher: Marc Sterne
Published: 2010

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17 comments

Reality Check's picture
Reality Check
1790 pencils

Aside from the campaign not standing out from the competition the individual ads have trouble standing out from each other.

cef's picture
cef
547 pencils

"This campaign sees professional photographers positioned to take a shot holding a large
SLR camera that has been replaced by a Sony compact camera."

This supposed to be "body-copy" of it!

ek kanya's picture
ek kanya
814 pencils

hahaha... sony has been trying hard to position itself as a serious camera maker. somehow I will never feel comfortbale or even profrssional, using a camera from a company which also makes consumer televisions, vcrs etc...

am an advertising junkie | read my flog at http://www.desicreative.com/forum

nspad's picture
nspad
96 pencils

And now you'll say that Panasonic don't make good cameras because they make other electronic commercial goods? Don't be a purist (unless you ONLY use a Hasselblad).

Guest's picture
Guest

Don't be such a snob.

Canon make low-end cameras, inkjet printers, scanners, projectors, calculators, and many other products in addition to high-end photography gear.

Nikon also make lenses for eye glasses, binoculars, microscopes and industrial photolithography equipment.

Panasonic, Pentax, Olympus etc., all either make other consumer goods and/or are owned by companies who do.

As a proud owner of an NEX-5, I can attest to the remarkable capabilities of this tiny, but hugely flexible camera. Will it do everything that a full-blown $5K DSLR do? No. But it does the vast majority of what I need at a fraction of the cost, size and weight of a full DSLR.

Guest's picture
Guest

Ignoring irrelevant comments of personal feelings, I believe this campaign is simple enough yet the idea is fresh. Good work.

Guest's picture
Guest

"somehow I will never feel comfortbale or even profrssional, using a camera from a company which also makes consumer televisions, vcrs"
Probably true, and/but a situation which is quite bizarre since Sony is the king of the professional VIDEO camara sagment (that is cameras from USD/€ 2000 and up to tenfold and more). Here they beat Panasonic, Canon etc. hands down, and nobody shurgs at the same brand is also found on consumer goods.
Just proves that establishing a reputation takes time and effort - and advertising just have so much to do with it. Sony was late entering the arena of digital still camaras, and their first efforts weren't stellar. Thay have some tough catching up to do; not least changing the public mindset about Sony + Digital Camera.

pez's picture
pez
1718 pencils

C'mon, this campaign is ok.. one original was enough...

Hiperion's picture
Hiperion
3138 pencils

Well done, guys :)
Old but good style

Punch's picture
Punch
614 pencils

Bravaza! Muy buena campaña.

"no silencies lo que no sabes expresar".

benihana77's picture
benihana77
86 pencils

Ah, I can't decide! I mean, it's an original idea, and the shots are cool, I suppose, but something about it just doesn't feel right. I suppose i just think it'll fall flat and won't change the image of SONY into a high-end camera company.

Basically, cool idea, cool execution, but I don't think it hits the right stride to be successful.

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http://benpaddockdesign.com/ihadathought/
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Dzsoi's picture
Dzsoi
5268 pencils

I agree with benihana.

riyelam's picture
riyelam
370 pencils

I think the posture is for a vertical snap where as the small camera placed horizontally.

Guest's picture
Guest

"sony has been trying hard to position itself as a serious camera maker. somehow I will never feel comfortbale or even profrssional, using a camera from a company which also makes consumer televisions, vcrs etc..." It just your personal feeling, all they are trying to say is Sony can be as good as professional camere. If you keep thinking way, all you can use is something made by yourself.

the_lizard_king's picture
the_lizard_king
1255 pencils

Nice thought ... Weird execution

And then GOD said...
Let there be creativity!!!

Guest's picture
Guest

idea is very good, comments are not

ERROR404's picture
ERROR404
770 pencils

kind of reminds me of that campaign (of X?!) where fotographers looked really silly taking pictures.

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