Olympus Digital Camera – Would you save or delete?

In June 2005 Olympus launched a television campaign designed to make their digital cameras the talking point of living rooms. Despite negative reactions to the dark humour presented in the ads, the campaign was awarded a Gold Lion at Cannes.


Dad unlocks the door of his apartment and lets himself in, hesitantly saying, “I’m home”. Mum’s eating dinner in the kitchen. “I’m here.” Suspenseful music builds as Dad walks down the corridor and turns the light on. There’s a baby sitting on the floor. Dad’s disturbed. And now we see why. The baby has red eyes – the kind you get with a misused camera flash. Dad backs out of the living room and confronts his wife in the kitchen. “I told ya. That freaks me out. I don’t want it in here. Can you get rid of it?” With a sigh Mum walks over, picks up the baby and puts it in the cupboard. The text, “Would you save or delete a red-eyed baby? What you choose to remember.” http://www.redeyedbaby.com was online for a week before being withdrawn because of negative reaction.There is some debate about the impact of the campaign as a whole. The ‘Red-eyed baby’ tv commercial came across as a warning against child abuse more than as an advertisement for digital cameras. Some commentators suggest that the music was so much on the sinister side that the humour was lost.

A man’s promised to email a digital photograph he took of a couple while on holiday, but is having second thoughts about doing so. It’s cropped and he’s considering deleting it. In the commercial, the image itself (people missing the tops of their heads) tries to convince him not to.

In “Distorted Dogs” Moira’s sitting at the dining room table, pouring her heart out over a cup of tea. “He’s off with her now. What? What is that” The camera zooms to a dog with a nose enlarged out of proportion. “I don’t know how you can have that thing in here.” Rachel’s drying dishes in the kitchen. “What? They’re beautiful.” Moira looks through to living room to see two more distorted dogs. “You have more – Rachel I’m worried. I really am worried.” Rachel replies, “Moira. It really is going to be alright. It’s all in your head.” The text “Would you save or delete distorted dogs? What you choose to remember.” The microsite points viwers to the Olympus Mju Mini Digital S camera, with 5 megapixels, 2X Optical zoom.

In “Blurry Boy” a young woman’s mother calls in after shopping. “Hi!”. The door shuts. “What’s up Ma?” The mother looks into the lounge and sees a blurry boy standing there reading a book. “What’s he still doing here? You could do so much better.” “He reminds me of happy times OK.” “Happy times? You know 35 years ago I made the same mistake. Your father was as bad a loser as he is.” “Whatever.” “You know what? Wake up and smell the coffee, honey. You know I bought you a pair of earrings. I think you’re going to like them.” The text: Would you save or delete a blurry boy?”

A man is embarrassed to discover that a digital photograph taken when he was drunk has been emailed to all his friends. He realises when they all arrive at his house one day with their own
copy – represented in the commercial by a copy of the man himself.

Advertising Agency: Springer & Jacoby, Amsterdam
Creative Director: Aris Theophilakis/Murray White
Copywriter: Murray White/Sharon Cleary
Art Director: Chris Pugmire
Production Company: Biscuits Filmworks, Los Angeles
Director: Noam Murro


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