Olympus: Beautiful shots at 33ft underwater: Asian

I got this great ad in my inbox today which is for Olympus Camera. Generally my interpretation of the the idea is that it tries to communicate perfection at the most extreme conditions. A camera that produces really beautiful photography anywhere. The portrait is obviously stunning and an amazing photo with exceptional lighting.

From a creative point of view it has artistic and creative merits plus I think it’s smart. It’s elegant and simple. There’s an emotional atmosphere flowing through the photos, bestowing the artistic merit I mentioned. The bubble idea is great as it aims to communicate the ‘underwater’ idea.

Olympus: Beautiful shots at 33ft underwater: African

The problem I find with this ad is that as much as I like the bubble idea, it’s almost too subtle. At first glance I thought it was just a great photo. I appreciate the effect but I feel that this tiny bubble is expected to communicate way too much. Would it not be better to add more effect that would further communicate the fact that this person is underwater? For example, something could have been done with the hair.

Because additional details were not added – which I suspect is intentional – I feel as if this ad isn’t respecting my intellect. I mean, seriously, we know what people look like under water so why tell me this is a great underwater shot when it’s clear the model isn’t even underwater? Am I supposed to believe this little camera is capable of this level of photography?

It’s a simple yes or no. If no, then this ad is lying. The reason I say this is because I called my fiancee over, who is a non-designer, and that was her thought. That’s one point of view and a non-designer’s point of view is important.

Olympus: Beautiful shots at 33ft underwater: Caucasian

Sometimes I think ads think their audience isn’t smart and while that might be the case, the ones who are smart will dismiss the ad as a blatant lie. That’s how I would see this. It’s the equivalent of placing a skinny model in an ad for a weight loss product who was never overweight to begin with.

In closing, as a creative I love the ads. They’re creative, they’re simple. As a consumer I think it’s being a little untrue, but then again which ad tells 100% truth? None really but at least don’t be blatant about it that anyone can see through it. What are your thoughts? Am I over thinking, over analyzing?  I’d love to get your input.

Credits

Advertising Agency: Krakatua, Kuala Lumpur, Malaysia
Executive Creative Director: Lim Eng Seong
Creative Director: Lam Wai Cheong
Art Directors: Wong Yien Keat, Aw Sei Wei
Copywriters: Anuradha Kaliappan, Vincent Edwin
Published: August 2009

Thanks for the Tip Wong Yien Keat

Critique Agent: "dmadray"  -  http://twitter.com/depthskins

Damian Madray is the founder & creative director of Depthskins Studio & DesignersCouch, his responsibilities are in the areas of branding, web design and project management. Damian’s keen eye is always absorbing design elements around him which lead to the creation of DCQ. More posts by this author.