The Drum Awards for Marketing - Extended Deadline

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By The Drum Team, Editorial

August 25, 2010 | 2 min read

Olympus has launched a new TV campaign to promote its digital voice recorders with Bedfordshire agency Bonfire Creative Intelligence. Watch it here.

The 30-second ‘Read My Lips’ advert is aimed at students and highlights the Olympus recorder's software, which saves hours of laborious transcription by converting recorded speech to a text document.

To get the message across the ad, styled like an American teen movie, shows an exaggerated life situation where converting voice recordings direct to text can save students vital time.

Bonfire managing director, Stephen Judge, said: "We required a very specific treatment, and execution was critical, so we worked with multi-award winning directorial team Bert & Bertie, production company Gate Films and the ad was shot by director of photography Ed Wild (Severance, Shifty)."

All the post production was completed at 422 in Manchester.

Mark Thackara, national marketing manager for consumer products at Olympus, said: "We feel that the TV advert combined with social media sites and YouTube interaction will result in an engaging campaign that will create awareness of both this ingenious product and the Olympus brand.”

The ad is running across five channels from this week until 3 October.

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