Originally posted by Madaboutpix Clever marketing. Pentax DSLRs: The cameras discerning pros choose for their personal work, the camera they grab when they just want to enjoy their photography. There might even be a grain of truth in it. Now, seriously, that would be something to take pride in.
It's also an acknowledgement of the reality that the overwhelming majority of new camera sales are mirrorless. It's saying, you can have both: a mirrorless system for work (or for the things that your mirrorless system is good at) and a DSLR for fun and creativity. The enthusiast amateur might read that as: a DSLR can shoot what I like, with more fun and more creativity.
There was an interesting line in there (about 7 mins). He says his international clients told him that they chose him because his work was not like that of other Japanese photographers; it demonstrated his personality and showed artistic creativity. He said that a photographer should find the expression that they like most and find a camera that makes you happy when you shoot with it. What a great line that is.
Edit: I just thought of a slogan to capture the idea of Pentax as something different, and with its viewfinders being a standout feature:
"Pentax. See for yourself."