Ashton Kutcher’s Nikon Commercials
I thought it might be fun to make a somewhat off-topic post that dives into advertising and pop culture. You probably have seen the Nikon commercials where girls steal Ashton’s camera and take flirtatious pictures with it:
Frankly, I find the commercials annoying, but does that mean it is a bad advertisement? Nikon needs to sell cameras and the money isn’t coming from geeks like me who take apart broken antique cameras in their spare time. The money comes with selling tons of cameras to the vast majority of people who aren’t particularly interested in photography as an art form. The truth is that cameras serve a different purpose in modern society than it does for people like me. I am not saying there is anything wrong with that, it just isn’t me.
Today the camera is a status symbol. The camera is a fashion accessory. The camera is a social toy. To the average person it is just a way to document your life and have some fun. So perhaps the Nikon spots are brilliant. With a market flooded with affordable digital cameras what do you do to stand apart from the pack? More megapixels? New technology? People expect a camera to take good photos and have the latest features. To sell more product camera makers have to find another way to differentiate themselves.
Nikon’s answer is to sell a lifestyle. The Nikon commercial appeals to the average person not because it is pushing “speed and a Nikon lens,” but because it is selling a lifestyle. Girls like the idea of using a camera to flirt with that cute guy. Guys like the idea of taking advantage of clueless babes. And this all happens in the context of some kind of party that you wish you were invited to. Sex, status, and a party lifestlye. The formula works for beer and deoderant, why not cameras? I guess all that is left to do is smile and say cheese.
Here are some of the auctions on Ebay for Nikon cameras that you might be interested in:
 | US $20.99 End Date: Wednesday Feb-08-2012 4:57:24 PST Buy It Now for only: US $20.99 Buy it now | Add to watch list |
 | US $155.00 End Date: Wednesday Feb-08-2012 4:59:43 PST Buy It Now for only: US $155.00 Buy it now | Add to watch list |
 | US $93.90 (0 Bid) End Date: Wednesday Feb-08-2012 5:01:29 PST Buy It Now for only: US $103.90 Bid now | Buy it now | Add to watch list |
 | US $85.00 (1 Bid) End Date: Wednesday Feb-08-2012 5:21:35 PST Bid now | Add to watch list |
 | US $5.99 (0 Bid) End Date: Wednesday Feb-08-2012 5:23:42 PST Bid now | Add to watch list |
 | US $350.00 End Date: Wednesday Feb-08-2012 5:26:26 PST Buy It Now for only: US $350.00 Buy it now | Add to watch list |
 | US $329.99 End Date: Wednesday Feb-08-2012 5:26:40 PST Buy It Now for only: US $329.99 Buy it now | Add to watch list |
 | US $3.89 End Date: Wednesday Feb-08-2012 5:27:02 PST Buy It Now for only: US $3.89 Buy it now | Add to watch list |
 | US $12.99 (0 Bid) End Date: Wednesday Feb-08-2012 5:27:09 PST Bid now | Add to watch list |
 | US $149.00 (0 Bid) End Date: Wednesday Feb-08-2012 5:28:15 PST Buy It Now for only: US $229.00 Bid now | Buy it now | Add to watch list |
November 9th, 2008 at 7:45 am
I just found your site — nice writing – and great content. I loved the clip from Current TV and the Lomo camera — I find it funny to hear young photographers going on about how they think they’ve found this new wonderful / hip / cool way to shoot film — but I’m also pleased to see the resurgence of film / film cameras – especially with the college crowd…
December 11th, 2008 at 6:15 am
For the most part, I agree with your sentiments regarding Mr. Kutcher. Nikon needs to sell cameras, and if they can use sex and glamour to do it, why not? Is it good advertising? Before you answer in either the affirmative or negative, might I refer you to a book by Luke Sullivan entitled “Hey Whipple, Squeeze This”? I myself think it isn’t, and as a graphic design student, I believe that creative professionals have a duty to do better than to stoop to lowest-common-denominator advertising just to push product. It’s not just about getting people’s attention; real creativity comes from an understanding of the principles of good design, and putting them into practice; color, balance, rhythm, emphasis and type all play a part. Ask yourself what story is being told with this commercial? Is it really pertinent to you? But I’ll get off my soapbox, now.
March 26th, 2009 at 4:36 am
for the most part i agree with the above. there are a couple of points i think you should look at.with this comercial it poses an introduction to the idea of photography to many who probablly haven’t considered it by showing it as easy and fun. there is a follow up comercial to this for thier digital slr where he is taking interesting photos by himself and never leaves his house. this shows a development to the thinking about what a camera is capable of.