The latest Olympus TV campaign – created by agency Bonfire Creative Intelligence, part of Envibra Group – is launching this week to promote the Olympus VN-5500PC DNS digital voice recorder. The 30-second ‘Read My Lips’ advert is aimed at students and will feature in-between popular TV shows across five TV channels between 23rd August and 3rd October 2010.
The voice recorder comes with Dragon Naturally Speaking transcription software that effortlessly converts recorded speech to text. Instead of sitting at a PC for hours, the recorder allows users to dictate their documents where and when they like, downloading them to a PC later for conversion at the rate of 160 words per minute, with 99 percent accuracy.
Bonfire MD, Stephen Judge comments: “The creative features an exaggerated life situation where converting voice recordings direct to text can save students vital time. The commercial involves ‘Tommy’ being blinded by the light of his love interest in a slow motion, ‘American teen flick’ style and falling into a storeroom – classic storytelling with pace-change humour.
“We required a very specific treatment, and execution was critical, so we worked with multi-award winning directorial team Bert & Bertie, production company Gate Films and the ad was shot by director of photography Ed Wild (Severance, Shifty). All post was done at 422 in Manchester where we cut on Avid and colour graded on Smoke. We are very lucky to have worked with such a fantastic team.
“The equipment was just as important and the ad was shot on the Sony F35 Cinealta camera using 35mm Zeiss prime lenses and Angenieux Optimo zooms. This allowed us to shoot at full bandwidth 4:4:4 HD, which was key to give the narrative-driven advert a slick cinematic look.”
The script includes the line ‘Read my lips’ which appears on the heroine’s t-shirt, the report cover, etched into the desk in the press ads and is also an integral part of the on-and-off-line media strategy. This was a tactical point-of-reference that supported the voiceover ‘Why type when you can talk’; both lines relating directly to the functionality of the hardware/software combo.
Comments Mark Thackara, national marketing manager for consumer products at Olympus: “The Olympus VN-5500PC DNS is a superb product and it needed a different approach to ‘your standard ad’. We feel that the TV advert combined with social media sites and YouTube interaction will result in an engaging campaign that will create awareness of both this ingenious product and the Olympus brand.”
The advert, along with spoof ads, behind the scenes footage and photos, can be viewed on YouTube.
Olympus is encouraging fans to create their own spoof ads and upload them to YouTube for some great freebies and giveaways.