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 stilland movie images, so we had a unique opportunity to incorporate theproduct into the shoot.”
The TVC demonstrates the durability andquality of the FT1 through a series of high quality still and HD movieimages shot on the camera. The ad finishes on the footage beingadmired by two paramedics sent to rescue a hiker on a mountain who hascaptured these images on his LUMIX. They are so distracted by theimages that they’ve forgotten about the injured hiker.
MattMannall, Marketing Executive, Panasonic, added: “The breathtakingvistas of the high mountains and remote wilderness of the MountAspiring National Park, captured in high definition straight from theFT1, show how the LUMIX FT1 makes no compromises when it comes todelivering amazing images in the most rugged of situations.”
28 Comments
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.
I haven’t seen it yet, but after reading the description I feel like I have seen it before.
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.
‘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.
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?
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.
Just a thought, maybe include a link to the ad in the article.
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.
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.
Can someone post a link to the ad pls?
Can’t seem to find it.
E
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.
10:17…
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.
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
I’d go back to posting anonymously John, you’re embarrassing yourself and all the other Johns of generous spirit in the industry.
Here is a link to the ad: http://www.youtube.com/user/PanasonicAustralia
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.
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.
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.
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.
Traditional ad structure. show the product demonstration and then have a twist. Will probably win some awards. people like this sort of thing.
Hate it, seems distasteful and something you are likely to see from a highschool quality production.
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.
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.
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.
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.
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!
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.
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.