Palace takes Panasonic LUMIX FT1 to extremes

Panasonic, via The Campaign Palace, Sydney, has shot much of the footage for its latest television commercial using its new consumer digital still camera, to demonstrate the product's high quality high definition video and stills.

The new commercial airs this weekend and highlights the Panasonic LUMIX FT1 camera's tough, waterproof technology, high definition AVCHD Lite video and outstanding still images. More than half of the footage for the 30-second TVC was shot in high definition on the camera in a remote location in New Zealand - including mountain panoramas and underwater shots.

Says Cameron Hoelter, creative director, The Campaign Palace Sydney: "The LUMIX FT1 is not only tough, it takes astonishing quality still and movie images, so we had a unique opportunity to incorporate the product into the shoot."

The TVC demonstrates the durability and quality of the FT1 through a series of high quality still and HD movie images shot on the camera.  The ad finishes on the footage being admired by two paramedics sent to rescue a hiker on a mountain who has captured these images on his LUMIX. They are so distracted by the images that they've forgotten about the injured hiker.

Matt Mannall, Marketing Executive, Panasonic, added: "The breathtaking vistas of the high mountains and remote wilderness of the Mount Aspiring National Park, captured in high definition straight from the FT1, show how the LUMIX FT1 makes no compromises when it comes to delivering amazing images in the most rugged of situations."


John said:

I saw this last night. Sorry, but this idea is a well worn path. Start with the Cannes winning Kadu boardshorts poster where the wearer was eaten by a shark but the boardies we're still in tact. And there are many more simlar examples after that, so put this one on the list. At concept stage, how can someone at The Palace not have the stomach to say - "Guys, it's been done"? The "haven't seen it" excuse just doesn't work here.

Anonymous said:

I haven't seen it yet, but after reading the description I feel like I have seen it before.

Anonymous said:

Umm 7:01, demonstrating a tough product's toughness is a perfectly valid executional territory - it's the simple product truth. Just means your execution needs to be both product specific and unexpected. And this ad does that pretty well. Nice and black.

It's the same reason Lynx and it's well worn irresistible 'idea' wins every year at Cannes.

Anonymous said:

'More than half' - but not all - of the footage was shot on the LUMIX.
Well that kind of undermines the actual idea altogether doesn't it? The strategy becomes 'The LUMIX is almos good enough to shoot a whole commercial on, but not quite.'

Forget whether it's been done before or not, it feels half-assed.

Anonymous said:

Nice. Clean, simple and suitably dark. Saw it on the weekend. It stood out head and shoulders above the rest of the clutter in the break. As to John's earlier comments, how many genuine consumers actually saw that board shorts poster?

james said:

8:34, you're right, not many genuine consumers. But the highly paid creatives (who are paid to be original, given they are at The Palace) who did this ad knew about it. After all, it won the Cannes Print Grand Prix, one of the most famous Australian print ads ever.

Anonymous said:

Just a thought, maybe include a link to the ad in the article.

John said:

James is right 8:34.

The consumer viewership argument is irrelevant. Our clients pay us to come up with original ideas. LUMIX have essentially paid their agency to rehash someone else's idea. No more excuses please.

And fellow new work posters note. Make sure it's "new" work. If not it will be always be found out.

Anonymous said:

If the hiker had been found as a skeleton wearing board shorts inside the stomach of a shark half way up the mountain, THAT would have been a rip off. This work has no similarity to the KADU ad. You people are pathetic.

Anonymous said:

Can someone post a link to the ad pls?

Can't seem to find it.


Anonymous said:

Can we have a link to the ad please. I can't find it online. Which begs the question. Why make your ad hard to find online? Same for the Vodafone one above.

John said:


LUMIX ad - person dies but tough product survives
KADU Boardshort ad - person dies but tough product survives

And yes, someone find the Kadu thing please so we can eliminate the "pathetic" claims.

Anonymous said:

er John, 9.35

actually clients pay you to come up with effective ideas. Most don't care how original the idea is so long as it helps their brand achieve it's objectives.

we are rewarded by our industry via awards and then pay rises and promotions for original ideas, no mater if they achieve the objectives they are set out to communicate or not.

Hopefully both objectives are achieved but mostly clients only want the first one and tolerate agencies desire for the second

Anonymous said:

I'd go back to posting anonymously John, you're embarrassing yourself and all the other Johns of generous spirit in the industry.

Anonymous said:
Anonymous said:

I reckon it's a clever product demo...with a nice dark twist.....which will make the target audience laugh. I can't be fucked thinking of something clever to say that will make other bloggers say "I agree with 5.02pm" or "5.02pm -Genius" and the like so I'll leave it at that.

Anonymous said:

Nice spot i reckon. But i saw another ad with a person in it the other day. So no more ads with people in them.

Ron said:

Trying to pass someone elses idea as your own is an unforgiveable sin. You should be ashamed of yourself,.The Campaign Palace used to represent high ideals when it came to creative integrity , no longer it seems.

Karl said:

Stupid stupid stupid.

Two rescuers chat and look at photos on the camera of a dead guy? So what if the camera still works, he could've had it wrapped in five pairs of socks. The take out is that Panasonic thinks their camera is more interesting than the death of a climber.

At least show him falling to his painful violent death if you're going to say he died holding it. The tone is so wrong for this idea I can't begin to describe how much I think it is shit.

Signing off with 'built in genius' is the most stupid of all and has nothing to do with the ad.

I fuckin hate this ad.

Anonymous said:

Traditional ad structure. show the product demonstration and then have a twist. Will probably win some awards. people like this sort of thing.

Cory said:

Hate it, seems distasteful and something you are likely to see from a highschool quality production.

Andrew said:

What bell end said it was like the Kadu ad?
It's certainly not category defining work but you might want to watch the ad before you crucify it. Or if you did indeed watch it can I suggest you visit Dr Charlie Teo, apparently he's one of Australia's top neurosurgeons.

Anonymous said:

Who cares if the general idea has been done before. That's like saying you can never make a car ad that show's the car driving on a road. Get over it. It is one of the best ads on TV at the moment, even if it does borrow some general themes.

Anonymous said:

Saw it, liked it a lot.

Sure, it treads on similar terrain to the Kadu ad but I doubt it's been ripped. My guess is it's coincidence rather than plagiarism.
Just about every ad that's been done could be compared to another ad in terms of idea/execution. In fact, I invite you to name a commercial and I'll see if I can't come up with a similar predecessor or so called copy-cat.

Anonymous said:

Sorry, but that boardshorts idea was from an early episode of The Simpsons when he's in the shark tank at an aquarium. Bart's lucky shorts - the shorts were lucky, but Bart wasn't so. There's nothing new under the sun ...and yes, who cares? But the Lumix ad is a different take anyway. The question would be one more of taste I'd say.

Anonymous said:

love the ad.... even if it is slightly wrong.

noticed it has been edited now though.... the "dead" guy is no longer dead, but now he is just injured.... ie his lifts up his leg in the end frame! must have had a few complaints!

tee cee said:

Just watched the ad. Couldn't the ad have worked without the "The tough new" tagline? I think it could have been strong enough that is was more about quality. e.g the photo/video quality being so amazing it distracted rescue workers.?

It was still entertaining and as far as ads on t.v atm it is above average.

Dick Tracy said:

Oh, c'mon you guys. 12 mg in a little camera like that?
Good demo. Amazed at the technology. Will sell 2 x 80 footers.
Palace doing ads that will sell. Better than Palace doing ads that will win awards.

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