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As part of its launch for the GFX100S medium format camera, Fujifilm released an ad that poked fun at the idea of “leaked” technology products. Although he stops before referring to rumor sites, he is playing with an idea that actually happened.
In what appears to be a clear reference to a case where an Apple engineer left a prototype iPhone in public in 2010. In the ad, a Fujifilm engineer, still dressed in a colorful Hawaiian shirt and lei, leaves the camera at $ 6,000 at a breakfast buffet in Oahu.
In the case of the iPhone, a 27-year-old software engineer who was field testing Apple’s new fourth-generation iPhone accidentally left it at a German restaurant bar in Redwood City, California. This is one of the few documented examples of the breach of Apple’s now legendary secrecy.
In the ad, camera thieves threaten to (and in fact begin to) remove sensitive images from Fujifilm product launches unless their demands are met. Capitulants, Fujifilm employees finally ask to hear what the thieves want.
The ad takes a ridiculous turn when the demands are only for the sale of the camera for $ 6,000, which was Fujifilm’s intention all the time.
Fujifilm missed an opportunity to poke fun at data leaks like FujiRumors, who had published the prices and photos of the camera long before the official announcement of the product. The ad could have shown the thieves threatening to share camera photos online instead of deleting valuable company launch content, which is a more realistic scenario.
That aside, the ad is a fun, lighthearted version of tech product launches and is produced extremely well. If you want to know more about FujiFilm GFX100S, you can read PetaPixel’s full camera coverage here.
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