Another twist in the Nikon promo that used a Fuji camera

I think by now we have all seen this Nikon screw-up - they used a Fuji camera to promote their own heritage (source: David McDonald)

Nikon Fuji ad screwup
Not a big deal if you ask me, but it seems that the Internet loves it. Here is another twist to the same story (source: Pierre Gouineau):

Nikon Fuji heritage ad screwup
Update: here is another one (thanks K.):

nikon-ad-screwup

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  • MonkeySpanner

    Maybe that is a new Nikon mirrorless.

    • i thought the same thing

    • Francisco Santos

      What? What is a new Nikon mirrorless? I am missing your point

      • Dis

        The airplane

    • Silvestro Crino

      hahahahahaha…. so the new Nikon mirrorless is a clone of the Fujifilm X100…. that’s even more embarrassing… then their ad agency and marketing departments screwing up.

      • MonkeySpanner

        Yeah, well I guess not everyone got the joke, but I am glad a few people got a laugh out of it. BTW – if they were to copy anyone’s mirrorless – cloning an X100- is a good start.

  • T.I.M

    LOL !
    I knew there was a reason why I bought a Fuji X100s !
    Works great for aerial photography (and when we go out for diner)

  • peter w

    Indeed, there is a striking similarity to the Fuji S5.

  • whisky

    is this the thread where we talk about : “A lawsuit filed by the U.S. Department of Labor last week alleges B&H Foto & Electronics Corp “systematically discriminated against Hispanic employees and female, black and Asian job seekers at its Brooklyn Navy Yard warehouse.”

    or can we just talk about Tim? 🙂

    • T.I.M

      Can I remind you that I never talk about my mother in law on NR ?
      (and there is so many things to says about her…)

    • FountainHead

      I couldn’t care less who they hire as long as my order is filled accurately and promptly.

      • whisky

        i completely understand. there are people who’d buy from them if they employed internment camp slave labor — as long as the price was right, and their order was filled accurately and promptly. =:-

        • FountainHead

          Nice bit of hyperbole, Son.

  • whisky

    whomever the Ad agency was, or the intern, should be fired. JMO.

    • This usually is the result of cost cutting, basically you get what you paid for.

      • Eric Calabros

        You mean it needs extra cost to discover Nikon has its own heritage and Fuji is their rival?

        • Sawyerspadre

          Actually, the same impulse to cut costs drives you to license your name for unrelated categories to other companies. If you were a maker of eyeglasses and you could license the Nikon name, I bet it would sell some spectacles.

      • ZoetMB

        It looks to me like this ad was created for the optics division that produces lenses for eyeglasses, which I don’t think are sold in the U.S. (and the ad obviously wasn’t created for the U.S. in any case because we wouldn’t use the word “spectacles” to describe eyeglasses).

        So someone in that division was given the job to create the piece and they were either too stupid to use a Nikon image or couldn’t find a decent one, so they went online and “stole” an image, unless they purchased a stock image.

        The number of mistakes here are numerous and I agree with “whisky” that someone should be fired over it. If an outside agency did it, they should be fired. If someone internal produced it, they should be fired. And the person who approved it should also be fired. Nikon isn’t supposed to be “two idiots in a garage”.

        • Yep this is the correct theory. They sell Nikon “spectacles” here in Australia.

          But one thing I disagree on is them having trouble finding a Nikon camera to use in the image – Nikon is everywhere. The ad agency used Fuji because it is a beautiful camera.

          • Silvestro Crino

            Most pretty camera made in the digital age… the Fujifilm X100S…

        • nwcs

          It’s a stock image. People already found it.

        • T53

          Nikon prescription lenses are indeed sold in the United States and have been for some time.

          • RBR

            No one has recently accused Nikon marketing of being on the ball.

          • ZoetMB

            Interesting. Some years ago, I bought a pair of Nikon (non-prescription) sunglasses, but I didn’t know whether they were really from Nikon or a license. (Most designer products you buy “off the rack” are actually licenses – they have nothing to do with the company except for the logo. Even Calvin Klein underwear is a license.)

            In all the optometry stores I’ve been to, I’ve never seen an option for Nikon lenses and although it was many years ago, my father-in-law owned an optometry place (and he also invented machines to cut the lenses to the frame sizes), but he didn’t carry Nikon lenses either. Where did you see them?

      • RBR

        …and nobody at Nikon checked it which is very sloppy work indeed.

      • PabloNY

        Nikon-Fuji E2 first digital camera.

    • Orange Elephant

      Unbelievable incompetence. Maybe the ad agency was playing a joke on them, but someone in Nikon signed-off on this. Whoever runs their marketing should be put to the sword. It makes the company look idiots, when it’s the marketing dept who are idiots.

    • neversink

      T.I.M. must have approved this ad….

  • fanboy fagz

    it really looks like a novice job. theres no need for a camera there. they should have added glass elemnts from lenses they use to make different camera lenses and a few glasses in the front. I wouldnt have done an overhead shot. glasses in the front and elements and even the powders that make up the glass. wtf does a camera have to do with the glasses and wtf a fuji camera.

    yes Nikon you made a spectacle of yourself. your heritage is going down the shits..

    • ZoetMB

      They did blow it, but I completely disagree with you. Nikon’s reputation is as a high-quality maker of lenses and cameras. What the ad is trying to say is “now you can have eyeglasses as good as the finest cameras in the world”. Nothing wrong with that and much right. If Leica started making eyeglasses, that would get my attention as well.

  • nwcs

    Not sure I see the twist. They took the same original stock image and made a different “ad.” Probably some advertising intern looked through iStock and found something neat and went with it.

  • Kári

    I use a Nikon, it BARELY performs.

    • MB

      However you put it it is always you who fails to perform …

      • T.I.M

        I watched it again last week, great movie.

    • neversink

      Try taking the lens cap off before you fire the shutter!

  • John

    My Nikon D750 1+ year old stopped working. I can turn ON which shows battery blinking on top LCD and ISO info. Buttons don’t work, not able to reset, nothing. What is wrong with the camera?

    • Adnan

      Could be battery fault , happens when one shoots very long exposures with one battery.
      Try changing the battery.

    • Sawyerspadre

      Try cleaning lens contacts, and be sure no buttons are stuck down. Been to the beach lately?

    • Sawyerspadre

      Also check if your serial is part of service advisory. Could be the shutter is stuck/failed.

      • Shutterbug

        The shutter advisory I believe is for an incredibly rare occurrence that can happen during Auto FP flash sync (see Thom’s blog).

        • Sawyerspadre

          I’d still check…

    • Shutterbug

      What an odd place to post a specific D750 question. Anyway if your battery is blinking it might be low or dead…

      • John

        Odd place indeed. I couldn’t post in NR Forums as I don’t see any place to add a thread. Thanks for the input, I hope its the battery once I get home will have another one to check. Usually low battery will have viewfinder battery blinking but right now nothing on viewfinder.

    • Adnan

      Read the printed manual at end in troubleshooting and if the error is eFF and battery icon blinking then it’s battery problem.(taken from D800 manual) I assume error codes are nearly same.

    • neversink

      Whatever you do, post this everywhere, but did you ever think about contacting Nikon service?????? Since you want our advice instead, here goes:
      1 – Smack it on the side of the prism with a hammer. That always works on my D4.
      2 – Dip it in hot wax and let it cool and sit overnight. Then peel.
      3 – Sit on it. When it hurts get up.

      That should fix your D750 problem.

      • Justtakethepicture

        I guess you were trying to be funny, rather than help someone out for the cost of precisely nothing.

  • Adnan

    Well Nikon and Fuji were married once when Fuji was making DSLRs with Nikon F mount 🙂
    I still wishFuji should make it’s better glass for DX cams.
    And Nikon should try to get those film simulation modes (preferably in RAW too 🙂
    That would be fun!

    • Jeffry De Meyer

      No, raw is raw, if you want film simulation a boat load of programs already offer that like on one and vsco and…
      You don’t want messed up raw files.

      • Adnan

        I do shoot film too 😉 real raw 😉
        Those were innocent wishes 🙂

        • neversink

          “They Shoot Horses, Don’t They?”

          • Adnan

            Yes and everything else but that was in dark ages just 10-12 yrs. ago

    • RBR

      I want to see Nikon get into m4/3 along with a fully functional F mount to m4/3rds adapter instead of continuing down the present path of small camera..

      • Mike Gordon

        Dreamer….

        • RBR

          Probably, but there is a place for a smaller than APS camera and the adapter would be to encouragement to use existing glass while they flesh out the native lens lineup. I don’t see this as being inconsistent with a larger sensor mirror less camera. The
          Re is room for both in the market in my view.

      • Justtakethepicture

        That would be a catastrophic move on Nikon’s part. Also, the launch of the DL cameras suggests Nikon are already on the verge of quietly dropping the 1 system.

        Be patient. It’s only a matter of time before Nikon enter the mirrorless market in a serious way, and it will be at least APS-C sized.

  • Sawyerspadre

    I agree it’s really bad, but the Nikon eyeglass lens thing is just a licensing deal of the name. I don’t think Nikon is actually making the lenses for your Walmart glasses. They are just whoring out the name.

    So some one in marketing at the licensee should be fired for being so stupid as to use a non-Nikon camera. Funny thing is that I bet he or she has a great story like, “I called Nikon for an image , and they weren’t responding, so I found this stock photo and ran with it”. Mission accomplished, gold star earned ….NOT.

  • Adnan

    Sony also hired other camera company Photog for their adds.

    • Since most big ticket advertising photography is done on medium format digital cameras, and none of the big-market names make such cameras, naturally it must be shot with a camera from another company. That’s normal.

  • whisky

    Nikon’s response:

    “An in-store poster for a Nikon Ophthalmic lens product featured a camera from another brand,” the company said in a statement to Petapixel. “This was displayed in one optical store in Belfast, Northern Ireland. This was an oversight on our part. The poster has since been removed from the store and we are taking measures to strengthen the review process of our marketing material. Nikon Optical apologises (cq) for any confusion caused by this advertisement and we thank Mr David McDonald for bringing this to our attention.”

    • RBR

      Oops!

    • Narretz

      Displayed in only one store? I wonder where they got the high res digital image from then. In any case, the whole thing seems blown out of proportion, but who wouldn’t jump on the bandwagon for a chance to shit on Nikon.

      • nwcs

        It’s a stock image. People on other rumor forums already found the source image. It’s just typical advertising. While slightly embarrassing for Nikon it’s not a big deal. Canon ads have been done with Nikon and vice-versa (when seeing the ads EXIF) at times.

        It’s just part of today’s culture of shame. Social media encourages groupthink and those groups love to shame something.

  • Voltax

    so you promote stealing stockphotos?

    or do you think this guy Pierre Gouineau has bought the photo to create his version?

    • nwcs

      It doesn’t have a watermark so perhaps he bought it. No need to cast aspersions with no proof.

  • Robert Albertin

    Hey Nikon, let me help you with that…

  • Robert Albertin

    Nikon, let me help you with that…

    • Jaroslav Charvát

      Are you already getting ready for a plagiarism lawsuit? 😉

      • TylerChappell

        Lol seriously? There’s absolutely nothing plagiarized with that. Different camera. Different wood surface. Different glasses. Different notepad. Different pen. Different lighting. Calm your tits. 😛

        • Jaroslav Charvát

          How exactly do you translate this emoticon 😉 into your language? :-p but thanks for the advice, the tits are ok, but the finches have been quite nervous, the magpies have been stealing their seeds. I’ve got to remind the merlin to be more watchful in the aviary in my backyard.

    • Robert Albertin

      @jaroslav_charv_t:disqus I sure hope not, this was purely done for fun (hence being shot on a phone camera). I would never try to rip off someone else’s idea. Fun fact: my eyeglass lenses and the pen were also Nikon branded. I couldn’t help but to re-take a fully branded version with all those items within arms reach! 🙂

      • Thom Hogan

        I would say your attempt probably falls under the Fair Use provisions of Copyright law. Were you to sell that image to Nikon, things would be different.

      • neversink

        It’s called a spoof. You can do that. Depending upon the laws or the state of corruption in the country you reside in…

    • Michiel953

      What’s that AF-D doing on an FE2?

      • Adnan

        AF-D lenses can manual focus on FM/Fe series as they have aperture ring and one can rotate it to set the F stop (aperture) and one can turn on to manual focusing by pressing that tiny button on lens.I usually mount 50,85 and 24 AF-D lenses on my FM3a.

        • Michiel953

          I know all that; it’s just that seems more appropriate to use period glass on that camera.

    • maxx

      Yes! Yes!!!!!!! Robert for President (of Nikon)!
      Please Nikon… we see so well: no mirrorless from you Nikon. Wake up!

  • THIS WAS PROBABLY SHOT WITH A PHASE ONE LOL

    • fanboy fagz

      ISP’s should ban those who use all caps for a sentence for an automatic 30 days.

      and your comment is not LOL worthy that you had to use all caps.

      • Calm down sunshine. Not enough to get nasty about.

  • Fox sweN Lies

    I own a Fuji X100 AND D800, D700, D300s and FE2. I often take the Fuji on walk a-bouts along a Nikon.

    • Adnan

      Good for you but Fuji was made to take alone, take the FE2 too for protection 🙂

  • Keith Reeder

    This is typical for Nikon… no clue.

    • Robert Albertin

      I’m not so sure that is the case here….

  • The second image is a hoax, not an ad.

    Different typeface, different treatment. Just because someone mocked something up from the stock image and put it on Twitter, doesn’t make it a twist 🙂

    • AlphaT

      More like a parody.

    • neversink

      Gee – thanks for citing the obvious.

      • Gee – thanks for adding your non-post to the discussion, troll.

        • neversink

          Get a sense of humor. MrCooley, you need to put your coolie in a bucket of cold water and cool off. Sensitive, aren’t we.

          • Says the guy who trolled my comment. (smh) My sense of humor is actually great when there is something funny to be witnessed. 🙂

            • neversink

              And how am I a “troll.” I happen to have been shooting Nikon since The Nikon Ftn. Thanks for the name-calling though. And you do need a sense of humor.
              PS – The internet is a tough place. If you can’t handle a little joke, even if you don’t think it is funny, then I would go and get some help from a qualified shrink.
              PPS – If you are this contentious on the internet, I can only think of what your behavior is like in real life when someone passes a little jibe at you. Chill out man.

            • lol – look at the amount of energy I’ve put into my posts in relation to your responses (especially this one).

              Now ask yourself who is taking it too seriously…

            • neversink

              It took me about one minute to write my last reply. I don’t think I put in as much energy as you have getting mad at me. Just trying to offer you some helpful advice. Now let’s go have a beer.

  • Silvestro Crino

    This is sad…. but how much sadder is it than a Fujifilm youtube film advertising the Xpro2 ….filmed using a Sony A7s2…. 🙂

    • Narretz

      So? Before consumer/prosumer cameras were capable of good video, almost every product video was shot with another company’s cameras. Same with product shots, I don’t expect m43 or Fuji X product photos to be shot with the respective camera system, because there are better options available.

  • steven8217

    Perhaps the lens in that Fuji camera was made by Nikon glass!

  • neversink

    Nikon commits public supuku with this ad.
    No wonder Nikon is the most shorted stock in the Japanese Stock Market!!!!!
    How did this get by the execs. Someone had drunk too much saki.

  • Michiel953

    And the clever Nikon thinking behind all this is… “If you want a camera to look at, get a Fuji. If you want a camera to take pictures with, get a Nikon.”

    Mmm. Maybe.

  • Photography Guy

    I own 9 Nikons and 160+ Nikkors………AND 4 Fujis

    SKREW all this Fanboy nonsense

    FUJIKON

    NIKUJI

    • Are you into rental business? Just curious.

      • Photography Guy

        nope

    • Narretz

      NIKUJI sounds kinda kawaii! (●´ω`●)

    • neversink

      Great, but can you take a decent photo???? ;-}

    • Justtakethepicture

      I would love to see a picture of your 160+ Nikkors.

      • me too

      • Photography Guy

        how about a video? uploaded it months ago

        • Can you add the link please? I want to share the video online.

        • Justtakethepicture

          A video would be great… link me up.

    • PhilK

      Hey, Fuji used to call their 35mm SLRs “Fujica” ….. conspiracy theorists might wonder if that was seeekritly a Fuji/Canon joint venture.. 😀

  • T.I.M

    That’s what happen when you don’t put a copyright on the picture…
    :o)

  • jsvfoto

    I looked at the add and noticed the eye-glasses, not so much the Fuji camera. The ad is a bit odd with the Fuji sitting there, but it’s not what it’s promoting. Look up Nikon Eye Glasses…their latest tech is called the “SEE” series lenses. Nikon makes more than just camera gear.

    • AlphaT

      but … but … but what do they mean about the “Heritage” in relation to the eye glass lenses?
      What’s the message the Ad is trying to convey?

  • Caballo Reindo

    Both Nikon and Fuji have been getting good mileage from this. Probably the best joint-effort trolling ever.

  • PabloNY

    What is the big deal? They looking back at their first digital camera which was a Nikon-Fuji e2

  • Matthew Chase

    Given the amount of attention this mistake has garnered, I think the person who created it should get a raise.

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