Short & Sweet

Not only do I like the art direction of this commercial, I really like that it is short, simple, and to the point. It is obvious the camera is waterproof because the picture is taken beneath the water, no explanation is neccessary. It captures an exciting and dangerous moment that appeals to a specified target market: those who enjoy acquatic activities and fall under the "risk-taker" category. Although I'm sure it appeals to the masses as well. This commercial for the Olympus 725 SW Camera was done by Springer & Jacoby, Germany and I think they did a great job!