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PRESS RELEASE: Nikon(R) Teams Up With Val Kilmer In Company's First National TV Commercial To Use Celebrity Spokesperson
Kilmer Promotes Nikon Coolpix(R) 2000 Digital Camera As 'Simply Cool'
MELVILLE, N.Y., Nov. 14 /PRNewswire/ -- A talented actor like Val Kilmer intimidated by something as simple as a digital camera? "You didn't think I could be intimidated, did you," reveals the actor in Nikon Inc.'s new 30-second national television spot featuring the Nikon Coolpix 2000 digital camera (http://www.nikoncoolpix.com). The spot will break on November 18 on prime time network programming, and marks Nikon's first television advertising campaign that uses a celebrity spokesperson to promote a Nikon camera. The commercial paints the serious side of the actor as he confesses to being intimidated by digital photography, and then a lighter side, as he shows how easy the camera is to use.
"The Nikon Coolpix 2000 digital camera is targeted to consumers new to digital photography, so it is important that the spokesperson resonate with those consumers who may be intimidated by digital. We believe that Val Kilmer is the right spokesperson to convey the 'simply cool' message, the camera's ease-of-use, features and Nikon quality," said Anna Marie Bakker, general manager, communications, Nikon Inc.
The commercial, created by Nikon's dealer communications agency, Source Communications, will air on NBC and ABC network prime time, as well as cable television and nationally in cinema. The spot marks Nikon's second major TV advertising campaign this year.
Nikon's new commercial presents dual portraits of the Nikon Coolpix 2000 and Val Kilmer, establishing a relationship between the two that assigns a human face to the camera. The spot paints a very approachable portrait of Kilmer that translates to the accessibility of the Nikon Coolpix 2000. The flow of the commercial moves the audience's perception of Kilmer and the camera through different phases, first showing his serious side as he confesses to being intimidated by digital photography, and then almost playful, as he experiences the Nikon Coolpix 2000 and demonstrates the camera's easy-to-use features, and because it's a Nikon its ability to take great pictures.
Through the story line, Kilmer helps convey to consumers that digital photography is indeed simple with the Nikon Coolpix 2000, using its key features, which include five automatic Scene Modes, a portable "pocket-sized" silver and metallic blue body and One-Touch Upload(TM) to the Web capabilities.
Technically, the commercial features elegant, crisp wide angle and extreme close-up shots of both the camera and the actor against a white background to shift the audience's attention to the actor, the camera or both while communicating the camera's tagline, "Simply Cool."
Directed by Jeremiah Chechik and produced by Coppos Films, the Nikon Coolpix 2000 television commercial was shot entirely in-studio, in Los Angeles, California. Chechik will direct Val Kilmer again in his upcoming independent film "The Woman Opposite," slated for 2003. For his accomplishments in the field of advertising, Chechik has been nominated for the Directors Guild of America award for Best Commercial Director. In addition, Chechik has directed popular films such as Benny and Joon, The Avengers and National Lampoon's Christmas Vacation.
"Don't Be Afraid" is scheduled to air for the first time on Monday, November 18, during prime time network programming on NBC and ABC television.
Nikon Inc., the world leader in precision optics, 35mm and digital imaging technology, is recognized for setting new standards in product design and performance in consumer and professional photographic equipment. Nikon Inc. distributes the Nikon Total Imaging System of consumer and professional 35mm film and digital SLR cameras, Nikkor optics, Speedlights and System Accessories; Advanced Photo System cameras; 35mm compact cameras; Nikon Coolpix® compact digital cameras; Coolscan® digital film scanners; Nikonos® underwater photographic systems; and Nikon sports and recreational optics. The company plays an active role in supporting aspiring and advanced photographers through a variety of organizations, educational programs, events and workshops. For product information, contact Nikon at (800) NIKON-UX or visit http://www.nikonusa.com, which links all levels of photographers to the web's most comprehensive photo learning and sharing communities.
(First posted on Sunday, November 17, 2002 at 18:02 EST)