Sony lampoons clueless amateurs who buy camera equipment they can’t use
Sony has launched a new campaign promoting the simplicity of its NEX camera range by mocking amateurs who buy professional equipment they don’t know how to use.
The “DSLR gear – no idea” campaign focuses on owners of digital single lens reflex cameras who are baffled by them. it aims to persuade them that if they only use auto mode then they might as well buy its automatic NEX camera.
The campaign has been created by Havas Worldwide and produced by Photoplay Films.
Di Shepherd, marketing manager for digital imaging at Sony Australia said, “Through the DSLR quality without the difficulty campaign, we want to create awareness amongst consumers that there are alternative cameras available for non-professionals who want to take better photos as part of their leisure and social activities.”
Campaign credits:
- Creative Agency: Havas Worldwide Sydney
- Executive Creative Director: Steve Coll
- Digital Creative Director: Jay Morgan
- Creative: Chris Johnson & Paris Giannakis
- Senior Account Director: Alice Harrington
- Senior Account Manager: Siobhain Hayes
- Agency Producer: Ros Payne
- Production company: Photoplay
- Director: Scott Otto Anderson
- Producer: Florence Tourbier
- Media Agency: OMG
- Strategy Agency: Naked Communications
- Public Relations: Hausmann Communications
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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What a bizarre campaign… Watching the ad without any background information gives an impression that they are mocking their own consumers. Watching the ad with background information just makes me wonder why they want people to change from their high end, expensive products to their mid range products.
You’ve got to wonder sometimes if they really think these things through!
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This campaign is GREAT!!! It’s got the perfect tongue-in-cheek approach that us Aussies are known for, and it perfectly demonstrates the unfortunate trend of clueless amateurs who think buying high-end DSLRs will somehow magically improve their photos with no skill whatsoever.
I bought a NEX-5 for my partner earlier this year for THIS VERY REASON. That thing with the flash popping up has happened to me so many times it’s embarrassing.
I’m sure there are hundreds of photographers who know how to use their DSLRs well who are viewing this campaign with a mighty fist pump into the air, and those of us who will watch these videos in head-hanging shame XD
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Ah, sometimes we miss the most important things. While the spots are amusing, no call to action, no round off on what product is being advertised. Without the most basic details, it’s just another ad looking for an award and no real strategy or plan on how its going to sell product – B+ for creative, E- for strategy, Fail for business outcome.
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Maybe I lost my funnybone on the way to the office this morning, but I just find these quite dull.
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@Steve- do you happen to be the same Steve who is the Executive Creative Director for this campaign? Because it sure does sound like it!
This is one of those ads that admen probably think is creative and funny but lacks any real thought or strategy. What are they advertising? And why the need to make fun of their customers?
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Saw this ad on youtube, it was annother annoying-before-you-get-to-what-you-want ad. 99% of the time I impatiently wait till I can skip the ad, this time I did not, The ad got me in the first 5 secs and I continued to watch it and actually laughed a little, BUT it was only after reading this on Mumbrella did I realize it was an ad for Sony. So nice piece of comedy but fail for actually doing anything for the brand (like an advert should)
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Close but no DSLR…
Could be such a great execution and idea, but lacks follow through as there’s no ‘solution’ offered to help these ‘No Idea’ types to improve their photography.
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Geez, you’ve gotta be tough-skinned around here…
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Very entertaining ads. Now if their audience is the tech-savy, photography loving experts then they will love these ads. But as Mitch says it won’t win over the ‘No Idea’ types.
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its was for Sony, ill watch it again. oh nope still don’t see it. Maybe ill go and purchase one from an imaginary store.
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Maybe these videos are just a small part of a much bigger campaign? hmmm
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Great work. Unfortunately the call to action is completely lost in the video description. Need another CTA in the video for desktop users and a juicy URL also.
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But aren’t these “clueless” people their own customers?
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Sorry, but I just don’t get the point? Unless this is a teaser campaign…
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