Media: Creative impulse
Tuesday 03 December 1996
The client: Fuji Photo Film (UK) Ltd
Janet Hutt, group product manager
The market for single-use cameras is undeveloped in the UK, compared with, say, France, where the number of people using them is quite high. But we've had a camera of this kind for about 10 years now - it was invented in Tokyo by Fujifilm - and we've just launched a new model, which is the one in the new campaign.
We think there's big potential for this market, and so, quite simply, we're trying to grow interest in it. Young people are our target, which is why the approach is so different from normal camera advertising.
The agency: Simons Palmer Clemmow Johnson
Paul Simons, chairman
We felt the best way of educating consumers about this product was to dramatise its use in the run-up to Christmas. Most people wouldn't dream of taking an expensive camera to an office party in case it was damaged or stolen, but often wish they had a camera during the evening. There are two problems in advertising disposable cameras. First, people think they produce poor-quality photos - which they don't - and second, they think they're not proper cameras. But if you tried to tackle these problems rationally, the ad would be very dry and boring. We do make a rational point with the "easy to carry, easy to use" strapline, and say you can use the QuickSnap where you wouldn't take a normal camera.
These events are hard to dramatise, though, and so we went for the compromising picture angle, showing an exaggerated reaction in the aftermath of the party - that "Oh, my God!" reaction that people have when they're shown pictures of themselves being foolish. You're often at a party and think "I wish I had a camera here", but these ads are getting you to think about how you might capture these embarrassing moments before the eventn
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