A picture may say a thousand words, but a video brings those words to life. Leica takes viewers on a walk down memory lane in a moving new ad based on the fading art of photography and the tragic loss of director Nate Townsend’s own father.
“Do It Justice” follows the story of an elderly photographer looking back on the meaning and depth of his craft. The camera sees him turn over old photographs, immerse himself in nature, and ultimately, turn his own lens on to the “loss and life” around him. The voiceover reads like a love letter married a poem, and concludes as the photographer passes the camera on to his daughter, thus renewing the sacred cycle of creativity once again. The commercial feels especially personal, almost like a forgotten memory, as Townsend recalls not being able to find the words to deliver a eulogy at his father’s funeral, eventually turning to his Leica to create this ad and help cope with the difficult situation.
There’s no denying the COVID-19 crisis has put lots of people in situations they find hard to describe. As such, many consumers have turned to hobbies, both old and new, to help alleviate the stress, or at least, pass the tough time. Search interest in the computer and gaming categories, for example, spiked significantly when quarantine mandates went into effect and created new work-from-home and at-home entertainment needs according to Gartner’s Digital IQ Index: Consumer Electronics. And while search interest in the camera category rose more moderately or stayed the same, Leica’s decision to tap into the emotional aspects of photography could resonate with audiences experiencing loss, boredom, or any other hard-to-sum-up emotion.
For now, the purchase journey has moved entirely online, giving a leg up on the competition to digitally savvy marketers who have long invested in digital content and have strong, established retailer partnerships. Leica boasts 1.3 million followers on Instagram, so promoting the new ad on its feed would be a smart move. Additionally, #35mm, a photography term, is currently trending on the app with 30.4 million posts to its name. The camera company should tap into this community to ensure maximum exposure.