Olympus recruits ninjas for digital camera ads

Accompanied by a BBDO-created advertising blitz, the campaign includes a TVC and print work which feature ninjas who find the Olympus mju 750 useful because of their proclivity to live in the dark.

"Ninjas are well-known as supremely well-trained martial artists and assassins, who live in the shadows of the real world. They usually travel about in complete anonymity, clad head-to-toe in black and are 'invisible' to the naked eye,"said BBDO senior account manager Caroline Tan.

"But thanks to the new 'Bright Capture?technology feature of the Olympus mju 750 model, we are able to expose the ninjas going about their everyday lives, using as little light as possible."

Olympus is bidding to achieve a 20 per cent market share by the end of 2006; at present, Canon leads with a 43 per cent share, and is itself aiming to grow to 50 per cent by year-end.

"Generally, people are hesitant to take pictures in low-light conditions,"said Tan.

(Bearing in mind) the Bright Capture technology, the end-benefit to our customers was defined as 'able to take great shots in the dark' No flash required; one can capture atmosphere and the subject clearly in low-light conditions.?