As part of the launch of the GFX100S medium format camera, Fujifilm has released an ad that is provoking the idea of ’leaked’ technology products. Although it does not refer to rumor sites, it does play with an idea of what really happened.
In a clear reference to a case where an Apple engineer released a prototype iPhone in 2010. In the ad, a Fujifilm engineer, still dressed in a colorful Hawaiian shirt and lead, leaves the $ 6,000 camera at an Oahu breakfast buffet.
In the iPhone case, a 27-year-old software engineer who was testing Apple’s unreleased fourth-generation iPhone at the time accidentally left it at the bar of a German restaurant in Redwood City, California. This is one of the few documented examples of Apple’s now legendary sphere of secrecy.
In the ad, the camera thieves threaten to remove (and actually start) sensitive Fujifilm products’ launch images unless their demands are met. The Fujifilm employees are finally asking to hear what the thieves want.
The advertising makes a fool of itself if the demands are only that the camera should sell for $ 6,000, which Fujifilm meant all along.
Fujifilm missed an opportunity to have fun with computer sweets like FujiRumors, which posted prices and photos from the camera prior to the official announcement of the product. The ad could have shown that the thieves are threatening to share photos from the camera online instead of removing the valuable launch content from the company, which is a more realistic scenario.
In addition, the ad is a funny and light-hearted approach to technological product launches and is extremely well produced. If you want to read more about the FujiFilm GFX100S, you can read it PetaPixel’s full coverage of that camera here.