March of the cameras

These penguin-esque digicams are on a mission.

Toronto-based Olympus Canada’s first foray into TV is off to a good start. The epic 60-second commercial features penguin-esque Olympus Stylus SW digital cameras braving the elements to demonstrate their waterproof, freezeproof and shockproof qualities. The spot is charmingly animated by Toronto-based studio 4Stroke.

‘We’re into a pretty fantastic magical voyage here,’ says Doug Robinson, CD at Toronto-based Doug Agency. ‘We were looking for something that could translate [the camera's] ruggedness… the strategy is to reinforce that this is a camera that goes anywhere.’

The spot’s media buy emphasizes sports channels like TSN, OLN and the NHL Network. ‘The target is broad, [but] specifically, we’re looking at adventurous people,’ says Robinson. Previously, the electronics co focused its ad spend on less expensive media like print and OOH. The foray into TV already looks worthwhile: the US office just might pick it up.