We know that the Olympus Stylus 790 SW (a.k.a Âµ [mju:] 790 SW in the UK) is a tough camera noted for being shockproof and waterproof, thatâ€™s why it was originally marketed for extreme sports photo snappers such as those in skiing, white-water rafting and underwater diving.
But Olympus UK is taking on a new tack: theyâ€™re marketing it now toward moms and families for the very same qualities that make it a desirable camera: tough, waterproof and shockproof.
A new TV commercial in the UK demonstrates this point effectively by showing a toddler who takes a picture of his dog and then plays fetch with it. The 790 SW then goes through a few more throws and finally is used to tap out water from a faucet to wash it. Then he returns the camera to his mom who is nonchalant about it.
Rather than only position this as niche product for extreme sports enthusiasts as might have seemed obvious, Olympus took the decision to target families. If a small child could use it then anyone could, goes the unmistakable message.
â€œWe have a new concept in compact camera design – the Mju 790SW â€œToughâ€. What is the point in having a camera if you are afraid to take it out in many classic photo situations in case it gets damaged?â€ quips Mark Thackara , Olympus General Manager for Consumer Marketing.
The 6MB video may be downloaded and viewed from here.