Magazine article ADWEEK

Kodak Teams Up Digital, Traditional in New Spots: Ogilvy Introduces Products in 'Share Moments' Update. (National News)

Magazine article ADWEEK

Kodak Teams Up Digital, Traditional in New Spots: Ogilvy Introduces Products in 'Share Moments' Update. (National News)

Article excerpt

NEW YORK Hoping a little humor car help boost torpid sales, Kodak is bridging the gap between the cut ting-edge and comfortably familiar with a $40 million effort that updates its 2-year-old "Share moments. Share life" campaign.

The work, which broke last week via Ogilvy & Mather in New York, introduces Kodak products and services that combine digital and conventional attributes to consumers who might be daunted by new photographic technologies.

"A lot of people think there's not a lot of news regarding the traditional products or that everything is digital," said Glenn Patcha, client vp for U.S. marketing. "These spots show why the truth is completely different. There's a lot of innovation regarding cameras and processing."

In "Eyebrow," the first of three 30-second spots, viewers are encouraged to "Share payback." A young man sleeps on a couch as his snickering roommate shaves off the sleeper's right eyebrow with a razor. Eyebrow guy is next seen at a party with his girl-friend, where snapshots showing him asleep hang all over the room. As he winces, his roommate, now sporting a reverse Mohawk that was created by shaving his head extensively down the middle, offers his hand and asks, "Truce?" The spot features the Kodak EasyShare Camera and Printer Dock.

"Vacation," which breaks this week, shows a woman organizing vacation photos on a PC. Her husband walks in with a pint of ice cream and registers his surprise. "But we don't have a digital camera! …

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