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Sony Isn't Thinking Very Highly of DSLR Users in New Ads

11.14.12 @ 10:45PM Tags : , ,

Speaking of Sony, the company has recently made another PR move — this time via Sony Australia, and with a definitively greater amount of calculation than the Sony Japan release from earlier today. While we ’round these parts are probably focusing a lot more on Sony’s pro line of digital cinema acquisition tools, there are lots of things going on in the world of weekend-enthusiast consumerism, another niche to which the company wishes to market — in particular, their NEX series of non-DSLR interchangeable lens stills cameras. I think the idea is to make these cameras seems preferable to DSLRs in casual stills-taking contexts, or maybe not — either way, any and all readers of this site who found it by searching for something along the lines of “DSLR cinematography,” click through and see what Sony thinks about you.

Yeah. Mhmm. Oh yes. They went there. I have to say, “targeting” is certainly a piece of marketing terminology that would be aptly used here. I think we’re supposed to be taking this all in good fun, because, what are we if we can’t make fun of ourselves a little bit? I have to come clean — I can’t say I didn’t find this one hilarious, if not ludicrous. Then again, depending on your personal reaction, maybe it’s gone a little too far for comfort? And what are they actually selling, anyways? Are they trying to market these NEX cameras over conventional DSLRs (which Sony also makes, by the way) because of compact portability and ease of use, or are they trying to offer a respite from hanging out with hyper-annoying, dim-witted, motor-mouthed DSLR enthusiasts? All questions to which I welcome responses in the comments below! Here’s some more, in case you need more material to make up your mind:

I think at this point, I’m just finding them hilarious as opposed to offensive — or maybe I’m just in denial, and in my mind simply don’t associate myself with the type of DSLR user these commercials are apparently lampooning. What do you guys think?

[DSLR Gear | No Idea via The Verge]

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  • I was wondering the same Keith.

    I saw it earlier posted on dvxuser, but didn’t pay attention to who it was from or even understand it as a commercial.

  • They should have showed them uploading their work onto the web desperate for some recognition.
    Maybe obsessing about super fast lenses and sharpness and then shooting everything wide open.
    Possibly spending thousands on equipment and then churning out the same stuff as everyone else on the internet before going “pro” and realising there’s no money to be made.
    I could go on.

    • altnetid on 11.15.12 @ 6:38PM: “going “pro” and realising there’s no money to be made.”


  • Ooooh those were Sony commercials?! lol, I thought they were funny cause we’ve all been there (as DSLR noobs) or know someone still there. It is kinda mean spirited though.

    We may laugh cause we know better now and the completely uninitiated may laugh cause they think we’re like that but those just trying to learn can’t help to feel embarrassed or offended by it.

    I think as an advertisement it fails; first cause I don’t even know what it’s for, second it’s a negative message and third(same as 2nd) it seems to be alienating their demographic, the one’s still learning photography, cause those of us that need and know how to use DSLRs properly won’t be swayed to anything that doesn’t have real phase detect or optical viewfinders and those happy with cellphones and point&shoots obviously don’t need or care about anything “better”.

    So I assume this advert is directed to “entry-level” DSLR users telling them; “You look like an idiot, so get…” lol actually I don’t know what their message is “…get a Sony, but not one with a mirror”?, or “…stick with a Sony Mobile Phone Camera and Cybershot”? or is it “…get a NEX and do all this stuff you just saw, but with a smaller camera”?

  • Very funny. Not sure what they are selling but admit I was the guy with the flash popping up.

  • Ha ha, I am sure I am the vidiot. And I have been at it for some 18 years! My Zacuto and Letus gear don’t help either :-)

  • Gary Simmons on 11.16.12 @ 2:14AM

    This certainly makes me feel better about myself but I did start with a lot of good books by industry pros and am
    confident I had more of a clue than the idiots in the videos. Or did I?

  • Tyler Breeden on 11.16.12 @ 2:48AM

    The Macro Freak spot cracked me up. Twisting the lens like a maniac with the af system going bonkers trying to figure out what type of shot to take. I can see a bit of myself in all of them I guess and think they’re funny as hell. Though, I’m not sure what they’re advertising.

  • As an advert, I can see it’s meant to be funny – however I find it slightly disconcerting. I’ve been a DSLR user for years and whilst I don’t work as a professional photographer, I’m pretty serious about it.

    I agree with P337 that the advertisment fails. Why should people who have an interest and want to learn be laughed at? Why should people who want to achieve better be made fun of?

    • Daniel Mimura on 11.22.12 @ 6:53AM

      I agree with you and P337 And even though they’re going mirrorless (except, you know, their flagship camera, the F65!)…as camera makers, it’s incredibly disingenuous. Yes, it’s great to be able to laugh at ourselves (I’ve crawled around taking close ups of flowers many times, and maybe I’ve over-kitted my gear a few times…), this isn’t good natured, it’s offputting. They sell cameras to people of all walks of life who shoot all sorts of things things (as opposed to Apple, that just sells cameras [in phones and computers and iPad] to consumers, or Arri, to motion picture professionals). People shoot things with their cheap phones and point and shoots and F3′s and F65′s, and everything in between. Considering all these people in the videos they’re making fun of are using cameras in this in-bewteen stage, they’re making fun of the very people who they probably want to buy their product. Perhaps their angle from an advertising/marketing point of view is to shame people into not using D-SLR’s…they’re just as likely alienating their potential customers instead of making them aspire to their better-than-d-slr camera lines.

  • Jonny Pedersen on 11.16.12 @ 6:13AM

    I find this video amazingly stupid, fun in one way.. but if it is a commercial for their NEX cameras..
    I must say i fell they have totally lost their perspectiv. I bought a Nex-VG20.. and it become a BIG disapointment… The camera was totally useless for me as DP, becouse of the leak of manual control for contrast, saturation… and sold it, and went for a Mark III, that gives me all i want, and more…
    So.. developeing my dslr rigs, and steadicam.. is FUN and interesting.. having a camera that gives full frame, black is black, and the contrasts.. amazing.. So.. after my experience with Sony.. i will NOT recommand their cameras.. NOT even their DSLR…

  • It’s made for the Australian market, they love it

  • Sony’s had some success with their mirrorless cameras, so assume they are going to try to float the idea that the DSLR is some kind of large, heavy relic and mirrorless cameras like the NEX-5N are what people in the 21st century, who know what they’re doing, use. “Buy a NEX and don’t be one of those DSLR guys, a Vidiot.

    To me the ad spot is more laughable than funny and I agree it sends mixed messages. But you’d be surprised how many people on the forums around the web fall for the idea of the DSLR as an anachronistic tool. In the various gear forums, it’s not unusual to read posters who have been so thoroughly indoctrinated into a “small mirrorless is better” kind of mentality. It’s not uncommon to read condescending references to a DSLR as a “dinosaur” or “boat anchor”. There is also the mirrorless soothsayer: the annoying guy who predicts “in ten years there will be no more big, bulky DSLRs and everbody will be using tiny cameras with one touch Facebook uploads”. I suppose they’ve been convinced that miniaturization at all costs, even IQ and ergonomics, is a good thing. Funny thing is for all the predictions of DSLR extinction only a small percentage of amateurs are using mirrorless kits instead of DSLRs. I guess Sony needs to help bring that percentage up hence the ad campaign.

  • the only people wound find this offensive are the ones that it would ring true about.

    • Daniel Mimura on 11.22.12 @ 6:57AM

      I disagree. I consider myself “graduated” from D-SLR’s (except for stills)…but it’s still offensive and not that funny.

  • Not everyone who owns a camera thinks of themselves as a photographer. Sony isn’t tring to selll the NEX to photographers with these ads. Their target audience is people who want something better than their P&S/Smart Phone (an audience I don’t think really exists, at least in large numbers).

    Normal people (non-photographers) find Very Serious Photo Enthusiasts amusing. The first time I saw a chaged DSLR, my though was WTF …

    • Yeah and F##k the A99! …. :) .. seems the advertising alienates a large portion of potential sony DSLR video shooters…. because lets face it. If you were serious about buying a DSLR for video stuff… you wouldnt choose sony anyway.. maybe one of their wee NEX cameras… ooh wait… they did just shit over their A99 customers! awesomeness.

  • This is just greed! Nothing more. They find they are competing with the DSLR’s for video and they are not listed as the go to company when it comes to a good DSLR. So they are craving for more attention and crying bitter grapes. “If I can’t have them, I might as well make fun of them”.

  • If we look a little bit further, everyone (or almost :-) wants to grow to the pro level where someone like Sony will assign him/her with a job to produce such a … vidiotic and meaningless product. Not Sony, but all those agency’s guys are to blame for extorting millions from the multinationals with ‘great’ ideas and vocabulary, market research and programs. The real lough is when you imagine what enormous resources were put behind the clips!

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