The Musings Of An Opinionated Sod [Help Me Grow!]

Yes, I know I ranted about them earlier this week, but I can’t help myself.

Have a look at this …

Let’s move past the fact they have the audacity to claim a lens – held on with a bloody bulldog clip – gives you the equivalent standard of a US$4000 camera [unless they mean a US$4000 camera held onto a smart phone with a bulldog clip] and let’s instead focus on the image they are using to sell ‘said’ item.

Look at the screen of the smartphone.

Such incredible quality.

Such incredible clarity.

Such incredible focus.

Wow, maybe they weren’t joking when they said this simple attachment could make an expensive DSLR redundent.

But hang on, something isn’t right.

That super sharp image doesn’t seem to relate to the ‘live’ image going on in the picture.

Sure, they’ve blurred the shit out of it, but I’m pretty all the action is going on in the middle of the court, not by the net.

OK, I’ll give them the benefit of the doubt. After all, I do only have one good eye.

But there’s something else bothering me. Hmmmmn, what could it be?

Oh I know, it’s that perfect image on the phone.

Look, I have an iPhone and if I so much as zoom a bloody milimeter on it, everything looks like I’m trying to do an impression of a Tony Scott movie, so either the person holding the phone/lens in the photo has the steadiest hand ever created – especially as they are located on the other side of the court – OR THIS IS A PILE OF BULLSHIT.

I know I’m in adland so look at these things a bit more closely than the average punter, but that shouldn’t mean brands don’t care about this sort of thing.

Why would you supposedly go to all this effort to make a great product and then short-change the work that is designed to tell the World about it?

It’s like my issue with people who spend weeks working on a pitch but don’t rehearse it until the last 5 minutes.

All that effort, wasted.

Of course it’s because people still believe that ‘the quality of the product/work/idea’ will shine through.

In a perfect World – maybe – but in the real World, how you present something is often of equal importance to what you are presenting. Sometimes, even more important.

When I was at HHCL, one of their tenants was the quality of advertising had a commercial benefit on the brand.

In short, the better the work, the more people were interested in you.

Now I appreciate that some may challenge that view, but I passionately believe that what you do says more about who you are than what you say … so while the creators of this lens may claim it can single-handedly put Canon and Nikon out of business, the fact their communication is so obviously bullshit makes me think you’re more likely to find this attachment inside a cheap pack of Christmas Crackers than a high-end photographic store.

Which means if you actually end up buying it, then you have no one to blame but yourself.

And this is coming from someone who paid $100 for a remote control ball!!!