Agency Network: 
December 2010
Leica:  Pig


Print advertisement created by Publicis, Belgium for Leica, within the category: Electronics, Technology.


Pig. Photographed with the V-Lux 20 High Quality Zoom 12X.

Advertising Agency: Publicis, Brussels, Belgium
Executive Creative Directors: Alain Janssens, Paul Servaes
Art Director: Gilles de Boncourt
Copywriter: Eric Becker
Producer: Christ Lannoy
Account Director: Sebastien Desclée
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Highest Rated

jackblack's picture

Uh, no. Lazy at best. Sorry.

Activity Score 2366
Art Director
morse's picture

This doesn't sell me the camera. Don't get it.

Activity Score 18159
Art Director |

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

jpsandoval's picture

anyway, beautiful.

Activity Score 7
Art Director
Billoughsby's picture

I like the idea and the design. As a seller, you're right, though: it falls a good bit short.

Activity Score 5154
Art Director |

That's it.

Anonymous Author's picture

Image needs texture or some biology that elevates it above the appearance of a vector swatch .
A good idea not executed to its potential.

Anonymous Author
Activity Score 1541

Write a wise saying and your name will live forever – Anonymous.


Guest's picture

ys do agree....concept is gr8 bt nt bn executed to the point

Guest's picture

This doesn't sell the camera.

CuriousPencil's picture

I don't think this is a good idea in any way. Would love to hear a photog's take on this ad: the 'photos' in this campaign are nothing that any professional, or amateur with $699 to spare, would show anyone. Selling product with the worst example of what it can do has to be well into the minus figures of "top ten ways to sell."

Surprised at a few of the scores from the names I recognise here, to be honest. Unless I missed an appointment with the Emperor's new tailor, these are just uniform blurred colour blands. How is this supposed to visually excite an audience whose activity revolves around the visual, 'la difference', contrast, light, shade, all that.

This, I have to say, is shit.

Activity Score 4199
Guest's picture

Totally agree. While I got a chuckle out of these ads, they miss the point. Leica is an exotic brand that targets people with lots of money, who feel they are "real" photographers. Leica is the exotic sports car of cameras. The target knows what "zoom" is. They're not going to buy a camera just because an ad tells them it has a high-power zoom lens. Especially, when the image in that ad is not a good representation of what the camera can actually do. If this ad were for a Canon Powershot targeting the average consumer who knows nothing of photography or how cameras work, then it might be effective. The target isn't buying it. They're calling B.S.

shortafella's picture

come on dudes...

Activity Score 1063
Copywriter at GRAFFITI BBDO |


jackmancer2017's picture

I do like it ;p

royschellekens's picture

It sells a little feature, that might be a nice to have but certainly not is the reason to buy this Leica camera. But since that probably was the brief we must not argue about that. What i found more disturbing is the way 'High Quality Zoom 12X' is portrayed. That is without any sense. A vector image is far from relevant for (potential) Leica users. A missed opportunity in (idea and) Art Direction if you ask me.

Ow, you didn't...

then, sorry.

Activity Score 390
Art Director at Art Director |


Hate advertising? Make better ads.

jackblack's picture

Uh, no. Lazy at best. Sorry.

Activity Score 2366
Art Director
Lazarus's picture

Damn, these are bad. And they're such great cameras. Shame.

Activity Score 1537
Creative Director
Dot's picture

yawn. the nineties called. they want their little scam ads back.

Activity Score 90

Jack Mancer - when he said he was going to collect pencils, they thought he meant One show awards. He didn't.

Guest's picture

great campaign, there can be 100s of executions, 1 colour 1 story

Guest's picture

So this cam will blur all my shit up when I zoom in? no thanks.

Guest's picture

i really like the idea, but what's the point of zoom if your photos then have no detail and look like a plain color!!

Dzsoi's picture

One huge pixel = extrem DIGITAL zoom, not optical. Digital zoom is sh*t, totally useless. It is a detail of a PICTURE not the object itself. Big fcking time fail, dudes.

Activity Score 8603
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