[LFLee]

Pentax ‘Anti-Commercial’ Doesn’t Show the Camera Once, Is Incredibly Compelling
video link:

" if you’re commissioned to make an ad for a major camera company, might we make a small suggestion? Don’t show any cameras. It might seem like a stupid idea on the surface, but when you consider the effectiveness of the Canon ad we shared a couple of weeks ago and this Pentax ad we’re sharing today, you might just agree with us.

The ad above, dubbed ABROAD, was shot back in 2012 by filmmakers John Lynch (the gentleman you see throughout the film) and Darrin Roberts (who did the editing). Its creators have called it an “anti-commercial,” and it’s the perfect description because, while it is an ad for the Pentax K-5, you don’t actually see the camera even once.

The camera is identified as the tool with which this compelling story is shot — no more and no less — and yet the short doc does more to recommend Pentax as a brand than any stat-toting, actual commercial could."

Pentax 'Anti-Commercial' Doesn't Show the Camera Once, Is Incredibly Compelling

[paulh]

I agree - very compelling! Thanks for sharing this.

[GibbyTheMole]

The camera is identified as the tool with which this compelling story is shot — no more and no less — and yet the short doc does more to recommend Pentax as a brand than any stat-toting, actual commercial could."

Agreed. And the quality of the shots are superb. Definitely pro-grade.

[starbase218]

The camera is shown once or twice, at 9:47 the shape of it is unmistakeable Pentax to those who know it. But the brand is never shown, and the brand doesn't matter anyway - which is just how it should be.