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Do You Speak Fuji? New Communication Strategy, Ad Campaign

Press release from the issuing company

ELMSFORD, N.Y.-Sept. 5, 2001-- Embarking on a new direction for its brand, Fuji Photo Film U.S.A., Inc. today is launching a new television campaign that further strengthens Fujifilm's position as a leading imaging and information company that fosters better communication through images. The new campaign -- which asks consumers: "Do You Speak Fuji?'' -- debuts today on CBS's "The Amazing Race'' and will air through the end of the year on both network and cable television. Fujifilm is an official sponsor of "The Amazing Race,'' a new reality-based adventure series in which the teams rely on communication to be successful. The "Do You Speak Fuji?'' strategy is a further extension of Fujifilm's proactive drive to provide consumers with a unique "language'' that helps them take advantage of the benefits ofconventional and digital imaging to take better pictures as well as communicate better. Created by Publicis New York, the commercials radically move away from using technology bells and whistles to sell products to instead focus on the benefits these products deliver directly to consumers. "The overall theme running throughout the new campaign is that `if you speak Fuji' your communication will be enhanced,'' said Joan Rutherford, Vice President of Advertising/Marketing Communications, Fuji Photo Film U.S.A., Inc. "The new campaign extends pictures beyond memories and takes the mystery out of digital imaging. It brings to life the concept of better communication through pictures. What is particularly important is that each ad demonstrates the fun and easy practical benefits of digital imaging and relates those benefits to everyday life.'' "Based on our continued commitment to quality, choice and technological innovation, Fujifilm is dedicated to providing a complete line of products and services that help people exchange information, ideas and emotions through images,'' said Stanley E. Freimuth, Executive Vice President and Chief Operating Officer, Fuji Photo Film U.S.A., Inc. "Each of these new ads drives that point home -- that digital imaging is all about communication, about connecting people in new and exciting ways, about `a picture is worth a thousand words.' "Like our year-long FinePix `Picture of America' Tour, which interactively demonstrates the benefits of digital imaging, and our new A-Series line of high-quality digital cameras targeted directly at the mass market consumer, these ads deliver on the benefits the user gains from digital imaging, which is vital to accelerating its widespread acceptance,'' he added. "Fujifilm has always made extraordinary products and is ahead of the pack in the digital imaging and information industry,'' said Douglas E. McMahon, Chairman and Chief Executive Officer of Publicis New York. "'Do you Speak Fuji?' is a revolutionary idea that unleashes the brand's enormous potential by empowering ordinary people to communicate better and more easily through pictures.'' Distinct, Humorous Spots about Communication The "Do You Speak Fuji?'' ad campaign encompasses a series of three distinct, humorous 30-second television spots. Each ad illustrates an everyday event that is transformed through digital imaging technology into an opportunity to foster better communication between people through pictures. The "Anniversary'' spot opens with a husband who wants to impress his wife on their wedding anniversary arriving at the florist shop after it has closed. What to do? He grabs his FinePix digital camera from his car, takes a picture of a rose in the florist's window and then heads home, where he prints out hundreds of rose images on this home printer. Later, his wife comes home to find these images leading upstairs to the bedroom. The perfect anniversary surprise? Not quite; she reminds him that their anniversary is next week. The new tagline appears over a simple black and white background: "Do You Speak Fuji?'' The ad "Monroe'' opens with a female voice on an answering machine asking, "Hope you're taking care of Monroe.'' It segues to an image of the boyfriend and Monroe, a ficus plant that's on its "last leaf.'' Instead of panicking, the boyfriend uses a FinePix 6800 ZOOM digital camera, Aladdin Digital Photo Center and Frontier processing center so that his girlfriend in London sees a healthy Monroe during their PC videoconference later that day. Situation under control? Not quite, as one "leaf'' falls off of the tree. The new tagline again appears over a black and white background: "Do You Speak Fuji?'' It's laundry day as the "Poodle'' spot begins. An attractive female clutching her white poodle enters the elevator, and the young man heading downstairs with his laundry can't figure out what to say to her. How to break the ice next time? He heads to the pet shop, takes a digital photograph of a white poodle there and returns to his apartment where he uploads the image to Fujifilm.Net. The ad segues to a second encounter between the woman and the man, but this time he's ready. She comments on the T-shirt he is wearing, which has a picture of Mitch, "his'' white poodle. "Is that your poodle?'' she asks. "Was ... I miss the little fellow,'' he answers. Is this the start of a beautiful relationship? The new tagline once again appears over a simple black and white background: "Do You Speak Fuji?'' A Significant Presence The "Do You Speak Fuji?'' strategy is augmented by a significant presence in consumer magazines and radio as well as on billboards across the country, including the NASDAQ screen located at 4 Times Square in the heart of New York City's Times Square. The commercial production credits for "Do you Speak Fuji?'' for Publicis New York include: Tony Degregorio, executive creative director; Jim Basirico and Mark Bernath, associate creative directors; MaryAnn Kurasz, producer; Jennifer Garr, management director; Remi Hahn, account supervisor; and Amber Browning, account planner. Award-winning director Bryan Buckley, from Hungry Man Productions, shot the commercials, and Gavin Cutler from MacKenzie Cutler was the editor. The original music was composed by Amber.

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