There are different approaches to marketing. Sex sells, as does celebrity. However the appeal and effectiveness of advertising can vary greatly as witnessed by Nikons marketing efforts.
In the first campaign, Nikon acknowledged the largest demographic of buyers of consumer electronics are adult males under the age of 45. So for their advertising campaign, they selected the controversial Kate Moss, swapped her clothes for a Nikon, and ran a series of ads along the lines of "I'm a supermodel. I'm naked. I'm here. Here's a Nikon.", and left the rest to your imagination.
When this campaign came to an end, Nikon searched high and low for a different celebrity that could represent the values of their brand to their key demographic. They somehow settled on Ashton Kutcher, reasons why will be left to your imagination.
Below you will find a couple of pictures and a video from each campaign. Please rate them from 5 stars (for "I like it, please show me more") down to 1 star (for "If I see another one of these adverts I'm selling my Nikon gear and switching to Canon"). Click the button at the bottom of the page to see the latest results.
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