Olympus is Talking Shit About Your Camera Phone

Image by Mark Matthews @markmimage

Seems that a new guerrilla campaign by Olympus in Australia is talking shit about the “rubbish” photos from your camera phone.

“If you’re camera also sends text messages, that will explain why your photos are rubbish.”

Plaques in select Aussie cities bearing the above slogan have been pasted to the street and other urban environs, with the url GetARealCamera.com linking to Olympus. Personally, the message bugs me, but it’s pretty damn clever — made me look twice and type in the url. …

[thx @MarkMImage for the tip & sending in that image!]

162 Responses to Olympus is Talking Shit About Your Camera Phone

  1. Craig Lackie July 14, 2011 at 9:47 am #

    I’m sorry, no. A good photographer can take a great picture on *Any* camera. Piss off, Olympus

    • Anonymous July 14, 2011 at 1:50 pm #

      says the person with a horrible profile pic

      • Anonymous July 18, 2011 at 5:56 am #

        Says the Anonymous coward who doesn’t have an avatar

        • Anonymous July 18, 2011 at 12:46 pm #

          Says the Anonymous moron who doesn’t have an avatar to the Anonymous coward who doesn’t have an avatar. Ha!

          • steve October 5, 2011 at 4:18 pm #

            c;mon, guys. this is a friendly environment

    • Alvin Toro July 14, 2011 at 6:42 pm #

      Yeah and I burned my SpaghettiO’s last night. I must need a real stove. If Olympus is taking that big of a bite from cellphones, it’s time for them to start integrating sim cards into their cameras.

      P.S. If this post sounds like rubbish, forgive me. I’ll try typing it next time from a real phone.

      • Richard July 15, 2011 at 4:42 pm #


        The threat to conventional camera manufacturers, not just Olympus, is the cell phone camera. A great many people are perfectly happy with the cell phone camera because of the immediacy of taking the photography and posting it to Facebook or whatever over their phone. With anything other than a cell phone camera the user has to jump through some hoops to get the photograph up loaded to the web. Adapting conventional cameras to such use is the challenge Olympus, Panasonic, Nikon, Canon et al face whether it is via a SIM card as you suggest or via a Bluetooth accessory such as Olympus’, which does not yet work with iPhones and iPads, has yet to be widely implemented to respond to the market challenge of cell phone cameras.


      • safeashouses July 16, 2011 at 2:00 pm #

        You type with your phone? Try your fingers next time.

  2. jeff July 14, 2011 at 9:48 am #

    doesn’t olympus know that the best camera is the one with you…. duh!

  3. Lloyd July 14, 2011 at 9:50 am #

    I totally disagree with Olympus here. My iPhone 4 is pretty good at sending text messages but it’s even better at taking photos!


  4. Carlos estrada July 14, 2011 at 9:50 am #

    jajajaja it´s only an Olympus Point of view. The photographer is not by the camera that he or she uses. I think this campaign is a desperate way to sell jajajajajaja

  5. Jesse July 14, 2011 at 9:52 am #

    what would lolympus know :P

  6. David Hodgins July 14, 2011 at 9:53 am #

    Who cares? It’s from Olympus. That’s like getting marital fidelity advice from Bill Clinton.

    • martin July 14, 2011 at 10:16 am #

      where the heck is the “like” button on this page ? :)

    • Christian Lauer July 14, 2011 at 2:32 pm #

      Made my day! :D

    • safeashouses July 16, 2011 at 2:03 pm #

      ? You do know they don’t have feelings to hurt don’ t you? Nice dig though… I mean-Burrrn!

  7. Elijah July 14, 2011 at 9:53 am #

    what would Olympus know about a REAL camera? They haven’t made anything decent since the old FILM SLR’s.

  8. Aaron July 14, 2011 at 9:53 am #

    “I’m going to shoot an entire fashion shoot with the worst. possible. camera. So today, I am shooting with any Olympus SLR camera.” – Lee Morris

  9. Michael P. Young July 14, 2011 at 9:53 am #

    Why do I think Oly is going to have a sudden “viral” attack of dislike disease….

  10. Tim Shapcott July 14, 2011 at 9:53 am #

    If your photos are rubbish it’s because you suck at taking photos – it’s not the kit that defines the image. If Canon want to add SMS to the replacement to the 5D Mk2 so I can send proofs straight to a client while I work that would be ace!

    • solomon July 14, 2011 at 1:19 pm #

      I don’t think those days are far away! Personally, as a canon and a sinar user, I think that ad could drive people away from there product even further… as a reminder to get a real camera :D

  11. Andrew July 14, 2011 at 9:54 am #

    Anyone know of a reputable professional photographer who shoots on Olympus? Enough said.

    • Anonymous July 14, 2011 at 2:45 pm #

      Yeah, I do. Me. What are you getting paid to do today? ;)

      • Ben E July 14, 2011 at 3:20 pm #

        Whoops — forgot to leave my name. It’s Ben. To qualify the above comment “What are you getting paid to do today? :)”, we use it in our office as friendly banter among photogs to push ourselves and remind ourselves that, yep, we get paid to make pictures, witch is pretty cool.
        It isn’t a snarky remark.
        Fact is, I shoot on all sorts of stuff from Mark IV, Mark III, Mark IIN, E-3, point-and-shoots and all sorts of stuff … nobody cares about the camera — it’s about the picture.
        It’s just a shock campaign to get us talking about gear. Buy whatever you want.

      • Andrew July 15, 2011 at 10:51 am #

        I made $99.17 yesterday.

  12. Laurian July 14, 2011 at 9:54 am #

    Don’t kid yourselfs, its probably not even their opinion on POV, its somewhere in marketing, thought it would be catchy and get people to type in the URL, end of story.

    It worked didn’t it :P

  13. Jeff H July 14, 2011 at 9:55 am #

    Olympus? Do we know an Olympus?

    • Mel G October 12, 2011 at 12:43 pm #


    • Richard March 15, 2012 at 1:54 am #


  14. Diala CHinedu July 14, 2011 at 9:56 am #

    Dude, its Olympus talking…I hate to say it but I find it difficult taking them serious. If this comment came from Canon or Nikon then I’d be worried but its Olympus talking. I just laugh and keep taking photos with my phone. Someone once told me that I have much better photos from my iPhone photo library than those taken with my dslr. The camera doesnt matter. Its only the person holding it that does…

  15. koko July 14, 2011 at 9:56 am #

    Look, it’s just advertising. Coca-cola doesn’t sell bottled happiness either, but I don’t see anyone bragging about it.

  16. MC July 14, 2011 at 9:58 am #

    I’d rather take a photo with my iPhone than with a crappy Olympus camera that breaks after a year of having it…

  17. Daniel Gregory July 14, 2011 at 9:58 am #

    hmmm I seem to have the opposite problem. photos are fine but my sepleling in textted messiges is rubbish

  18. aqcrye July 14, 2011 at 10:00 am #

    big words for a point-and-shoot maker that’s trying too hard to put up it’s own niche in the market

  19. Robert Fulton July 14, 2011 at 10:01 am #

    Hey Olympus haters… I personally own an Olympus and LOVE the shit out of it! If you think Chase hates Olympus, think again. Check out what his buddy posted here very recently. – http://blog.chasejarvis.com/blog/2011/07/chase-jarvis-tech-scotts-olympus-pen-e-p2/

    • Adam July 14, 2011 at 10:29 am #

      Those shots were all edited though, and even then, you could see image quality problems. The skier with the red pack for example was noticeably soft in the fourth image. And in the first shot at dusk, there are significant artefacts that show how much trouble micro 4/3 has with coping in low light. Also 2x crop factor is hopeless for macro.

      • Anonymous July 25, 2011 at 12:08 am #

        x2 crop is ideal for macro – infact the smaller sensors have a big advantage when it comes to macro…. DOF

  20. Adam Spence July 14, 2011 at 10:01 am #

    When Olympus makes a real camera, I’ll listen. Until then, they’re just being a pain in the a***… which is ironic for a company that also manufacturers endoscopes.

  21. Cooper Ray July 14, 2011 at 10:02 am #

    pshhht even if i we’re to get a “real camera” – it certainly would not be a… um, Olympus..

  22. Rosie squires July 14, 2011 at 10:07 am #

    Obvisouly olympus are living in a Past decade if they think you can’t take good photos a mobile phone. See the future guys !!!

  23. Dennis July 14, 2011 at 10:07 am #

    Olympus exists predominately in the small sensor realm, which is being threatened by iPhoneography. Point and Shoots are at an evolve or go extinct juncture. Unfortunately with some of the iPhone apps appearing, it’s true that some really bad images are showing up on instagram and Flickr. But as Chase and other’s have proven, the iPhone is capable of taking some amazing images in the right hands.

  24. Topher Pettit July 14, 2011 at 10:12 am #

    Cameras on phones are good for taking that everyday photos that anyone can take… shoot with what you have at that right moment. Now take that camera phone and take photos at a concert, nightlife scenes, architectural (needing real tilt-shift), or anything you want to print an 11×14 and larger and hang on your walls… they will all be crap and as a pro-photographer, I would lose clients. Now Olympus??? I bought a point-and-shoot for a cheap 30ft deep underwater camera (housing for DSLR are expensive for something I was shooting just for fun)… and never use it except then because of the xD cards and horrible battery charging system.

  25. Boris July 14, 2011 at 10:22 am #

    If Olympus doesn’t know what’s the most important in photography is not the camera.. shouldn’t they better to make cell-phone instead.. ?

  26. jonny July 14, 2011 at 10:24 am #

    Clever, yes. But anyone who bother to think twice about it will see the benefit of having a camera attached to the internet 24/7.

  27. Boris July 14, 2011 at 10:26 am #

    But what the hell is Olympus ?

  28. charge5photo July 14, 2011 at 10:26 am #

    Awwww, snap! Olympus needs to look at iPhone usage on Flickr.

    • Phil July 14, 2011 at 4:45 pm #

      They did, that’s why they thought up this campaign. FAIL.

  29. Mike, the guy who never shot a wedding in his life July 14, 2011 at 10:27 am #

    “The medium is the message”

    McCluhan made that statement decades ago but it is becoming more relevant than ever. New technology is just an extension of what came before. The content that fills the new technology is usually the same as the old content that existed previously. If a camera-phone is an example, the camera-phone might be new technology but the content that fills it is the same as the content that existed before. The verbal cellular conversations are the same as the verbal corded telephone conversations. The digital snapshots taken are the same as film snapshots from a point-n-shoot. The text messages created are the same as greeting cards, notes passed in class, or postings on physical bulletin boards etc. The new technology of the camera-phone may appear to create or be filled with new content too, but all of it really is the same as the old content that existed before the new technology. New technology just extends what came before. It creates MORE of it.

    The main thing that new technology can do is change the figure/ground relationship. If people previously could only talk on a phone in their home because it was corded but now can talk anywhere because it is cellular, then the ground has shifted from inside the person’s home to outside the home. The change in ground can effect the message of the content created or contained in the new technology. For example, if a person could only take a limited number of snapshots on a film camera then he might be more selective as to what is being photograph. But if the same person can take an unlimited number of digital images then the ground has changed and there is no reason to be as selective as with film. The freedom from selectivity that comes with a change in ground allows the person to photograph every dog he meets, every puddle and crack in the pavement, and every cup of starbucks coffee he drinks.

    The Olympus ad campaign is playing off of McCluhan’s “the medium is the message.” It is pointing out that the figure/ground relationship changes between a dedicated still camera and something like a camera pohne. The change in ground leads many people to take worse photographs and the extension created by the new technology allows them to take more than ever before.

  30. Iain July 14, 2011 at 10:27 am #

    I know its a ridiculous statement by Olympus but surely it will (and has) got people to start talking about Olympus? which in this case I would say has been successful. Still rather dodgey point of view but if it was to get people to start thinking cameras I would say well played by them.

  31. Pierre Jean July 14, 2011 at 10:28 am #

    In spanish there is a proverb to explain that, “No es la flecha sino el indio” something like “It’s not the arrow but the Indian”. I mean if you want to capture a moment you just need a camera (the one with you) and a lot of talent. If what you neen is quality go for state of the art equipment.

  32. Johannes July 14, 2011 at 10:34 am #

    Ok – iPhone binned! Olympus, here I come!! Ha..ha… don’t think so….! LOL

  33. Boris July 14, 2011 at 10:48 am #

    btw the site (getacrapcamera.com) is down…

  34. S.A. July 14, 2011 at 10:52 am #

    Just more marketing ploy BS….as the first comment says…a good photographer can create great images with ANY camera…..because the best camera, is the one you have on you.

  35. Stuart Sipahigil July 14, 2011 at 10:55 am #

    Or this: http://bearealphotographer.com

  36. Kathleen July 14, 2011 at 11:32 am #

    What I find most interesting about all of this is the plaque. The balance is off, the font is boring, the smashed phone is annoying…They failed to even design a decent image in order to support their marketing.

  37. Nicolae Cioloca July 14, 2011 at 11:47 am #

    First Scotts` blog entry (with a lot of time wasted for the bag in bag “gag”) with his olympus now you talk about this campaign.
    I recognize a pattern here ;-)

    I bet the next days/weeks we will hear more about them from you.

    Maybe it`s your campaign… somehow the layout of the Plaque ant the Font reminds me of something…

    Your backstagephotographer…
    Nico – http://www.youtube.com/watch?v=R18ukiNNZcs

    • Chase Jarvis July 14, 2011 at 11:56 am #

      Ha! funny/clever reading btwn the lines, but there’s no relationship in play here.

      scott really loves his 4/3 camera and i think that post prompted reader matt from sydney to send that snapshot of the guerrilla campaign.

      i’m just sitting back finding the whole thing interesting more from a pop culture stance than anything else. although, I do have a sense to defend the 4/3 format however – the files look pretty damn good for somethinng that small…

  38. Nicolae Cioloca July 14, 2011 at 12:09 pm #


    I`m looking for a little cam I can carry with me all the time… zackarias` blog post about the x100 is pretty impressive though.

    Thank you Chase for promoting such great people, like Zack Arias and other photographers/ creative people.

    Nicolae Cioloca

  39. James Dyas Davidson July 14, 2011 at 12:23 pm #

    Hate to a celtic pedantic here, but you really should have an ‘e’ on the end of that ‘shit’. :-)

    I’ve seen some amazing pictures taken with boxes that also kept shoes.

  40. Rob-L July 14, 2011 at 12:28 pm #

    Why not run a controversial ad? What does Olympus have to lose? Certainly not market share.

    • Chase Jarvis July 14, 2011 at 1:17 pm #

      Well said, Rob. Funny and well said.

  41. Karsten Rump July 14, 2011 at 12:50 pm #

    didn´t noticed that olympus builds real cameras…

  42. Noir July 14, 2011 at 1:07 pm #

    So, if I understand the prevailing attitude here with regard to this ad, it’s that cell phone cameras are perfectly viable photographic tools, but Olympus’ DSLRs are not. Even tiny-sensored cell phones can be wielded by talented people to produce compelling images and thus are not deserving of the derision implicit in this ad; but Olympus DSLRs are so inferior, that they serve as exceptions to the rule that “a good photographer can take great pictures with ANY camera.”

    Either it really does matter with what a photographers shoots, or the put-downs directed at Olympus make no sense.

    Just sayin’.

  43. David Wilson July 14, 2011 at 1:18 pm #

    This is typical Olympus Australia at work. I refuse to buy there products anymore after an Ad campaign they ran a few years ago for there SMALL DSLR camera in which a man was cough photographing a women at the beach which she took offence at. The man with the Olympus hid his camera while two meathead friends of the women went and started physically treating the wrong man because he had a big DSLR with lenses. Right at the end of the add you could actually hear one of the men saying “If you don’t give me that I’ll beat your head in”.
    Olympus seems to think its ok to call DSLR users perverts and gear there Ads to the public giving that impression. As if we as photographers don’t get that enough. Now a company that wants us to buy there products is perpetuating the stigma.

  44. Brandon July 14, 2011 at 1:32 pm #

    Though I wholeheartedly agree as a photographer that the best camera is the one that’s with you, I do get sad when I see a whole generation of children with awful camera phone photos of their childhood. I think of the countless baby pictures I get on Facebook every day of relative’s kids that look absolutely horrible. Something with a bigger flash or larger sensor really could save those kids’ graduation slideshows. So, as an artist, I’m offended, but for the average picture taker who doesn’t care about improvement, I think this is a great idea for a campaign.

    • Cheryl January 20, 2012 at 6:48 pm #

      Nice to hear some common sense – I have so many friends that have downed there decent cameras because they wrongly believe they have a ‘decent’ camera on their phone. When it comes to long-term memories that matter to future generations taking decent photos on a decent camera is really what counts. Most people here seem happy with their small sized photos that can’t really print bigger than a 6×4″ photo. They also have chromatic fringing on their photos, the images in low light are very grainy, and the cameras can’t handle etreme light situations. Sure they are great for facebook and other internet mediums, however, there is a world beyond the fast paced internet world (believe it or not). This world demands a good sensor, and great lens technology. Surely loved-ones deserve decent images that reach beyond the internet.

  45. Kris July 14, 2011 at 2:30 pm #

    Way to spot the obvious, guys! It IS funny, it IS meant to sell cameras. There’s no deep meaning here.

    Just because most of you became photographers through free info on the internet, doesn’t mean that everything on said internet needs to be taken so literally LOL

    Chase mentioned it and fifty people (including myself) commented like it’s the supreme lie.

    Lives, that’s what we all need, not iphones or Olympus cameras :P


  46. juice July 14, 2011 at 2:30 pm #

    It’s an excellent advertising campaign, and the majority of comments here are just completely missing the point. (As usual for iPhone owners.)

    • Steve July 15, 2011 at 12:38 pm #

      This. Olympus is a company. Their job is to sell cameras. They believe their cameras are better than phones with cameras. End of story.

  47. Robo July 14, 2011 at 2:45 pm #

    Sort of funny: Change the text in the lower right corner to chasejarvis.com and take the opposite meaning of the sentence and voila, you get an ad for Chase’s “The best camera is the one that’s with you” philosophy. Even with all the black and white Helvetica going on as well…

  48. William July 14, 2011 at 5:44 pm #

    It’s just a in your face marketing campaign. Still love Olympus, can’t stand marketing people.

  49. Michael O'Donnell July 14, 2011 at 8:06 pm #

    My iPhone takes great photos. If only it could make phone calls.

  50. John Busch July 14, 2011 at 8:45 pm #

    If even Chase Jarvis is writing about this campain, it has done his job already. I reckon Olympus get loads of extra hits. Sweet as..

  51. Peet Fulcher July 14, 2011 at 9:49 pm #

    I saw one of these with some graffiti that read “Olympus cameras aren’t ‘Real’ either”

  52. Lori July 14, 2011 at 9:55 pm #

    Geeesh! I didn’t know that we could compare apples to oranges here Olympus (if you consider it that). If I am taking a shot from my phone then it means that I am engrossed in a moment that I want to share…not one that I want in my portfolio! BUT, I am sure as hellfire positive that Ansel Adams could have rocked an Olympus and made magic! And, isn’t that what a good marketing team is supposed to do…create hype? So, good on them, I guess…whatever…

  53. vlatko July 14, 2011 at 11:08 pm #

    What’s funny about this is all the replies pissing on Olympuses for not being “real cameras”. If the best camera is the one with you then it doesn’t matter what camera that is, certainly? Or the one with you has to be Canon/Nikon and then iPhone? If you think so, you’re so deeply wrong that you can’t see the sun from inside your hole.

    Besides, do you think that it’s only Olympus feeling the bite in p&s cameras because of the phone cameras? They are just the first to openly say something about it. And since the myriads of p&s cameras sold are creating money for the companies, it will be pretty harsh for all those D4’s and Mark IV’s, and particularly for the entry-level DSLR’s, should that money disappear into the pockets of phone manufacturers. And I don’t think that returning to the earliest 2000’s when you had compacts on one side and extremely expensive DSLR’s on the other is a good thing. Especially after the relative richness of the latter half of the 2000’s.

  54. Neill Soden July 15, 2011 at 12:06 am #

    This is all quite funny after Scott just bought a Olympus Pen E-P2 and is in the 1 post before this one!!!

  55. Anonymous July 15, 2011 at 1:35 am #

    can your Olympus order a pizza?? keep quiet…

    • Erik Hecht July 15, 2011 at 8:38 am #

      Ha! Yes! If your camera can also order a pizza, that will explain why your camera is awesome. Nikon, Canon, take note.

  56. Greens Drink July 15, 2011 at 1:47 am #

    I dont understand why. Does it have something to do with their products?

  57. fas July 15, 2011 at 5:31 am #

    I am sure I wont buy a Olympus for this stupidity!

  58. Elisa July 15, 2011 at 6:05 am #

    yeah, ’cause we all like pretentious snobs, no matter the field. get lost Olympus!

  59. Adam Belnap July 15, 2011 at 6:34 am #

    Relax children.

    The ad did exactly what it intended. It got a reaction. It got us to click the link, and talk about Olympus.

    We all know we love our iPhones – I think Olympus knows that. The ad is not for us….and they are not targeting us with this ad.

    It’s marketing folks. Happens everyday.

  60. D Dipasupil July 15, 2011 at 6:48 am #

    Props to the marketing team who put together the campaign. Clever and quite a success, if you ask me. I’m sure that many who’ve blasted Olympus here have probably never even touched one. FWIW, I think they do make some nice equipment. For the record, I’m a Nikon shooter, but also love taking pics with my iPhone. I’m a firm believer a good shooter can create beautiful imagery with any kind of camera. My 2 cents…

  61. Giulio Sciorio July 15, 2011 at 7:23 am #

    The ad is successful if you consider how many people are talking about it on this blog alone. I do think its in the best interest of Olympus in the long run to stop using messages like this.

    The camera is simply a paint brush and the better they get the more like a paint brush a camera becomes. If you think about the great painters no one asks what kind of paint brush they use. The topic never comes up but with photographers so often it becomes a discussion of gear.

    Maybe the topic of gear comes up so often because photography has been such a mens club for years but perhaps its also because photography is still a very young art.

    I shot many many covers with an Olympus E1 back in 2005-2006 and never got a complaint that it was only 5meg files. My vision is what I sell, my camera is just a box I manipulate to communicate my vision.

    With professional photographers more and more using small cameras to create their work I look forward to the day when we look at the camera as a paint brush.

  62. Elizabeth July 15, 2011 at 7:37 am #

    I saw one of those ads in Melbourne and I was going to look up the url! It made me look twice as well, hehe

    • Andy July 15, 2011 at 7:47 am #

      Judging by the number of responses above, I’d say their campaign is working. I can’t see anyone above swayed either way (the Olympus haters still hate ‘em) buuuuut…

      …everyone is now talking about Olympus. And if their POS(??) dinky camera is $10 cheaper than the competition, my gran will buy it!

  63. Tory July 15, 2011 at 7:45 am #

    i now see why no one on the street holds a olympus camera…

  64. Werner July 15, 2011 at 8:30 am #

    I think it’s hilarious. If cameraphones take such good photos… or rather, if good photographers with cameraphones take such good photos, then why the need to blast them with ‘vintage’ and other inane filters to try to salvage an otherwise crappy image?

  65. Dov July 15, 2011 at 8:39 am #

    Errr, not impressed. Was expecting something a lot more clever on the follow through.

  66. Muha July 15, 2011 at 10:11 am #

    its not “Get A Real Camera” its

    ” Get Areal Camera” , you are looking above.

  67. Mark Matthews July 15, 2011 at 10:19 am #

    Wow I wasn’t expecting that reaction to happen from my pic! Did I just do what Olympus was just waiting for someone to do!?! Crazy!! There’s a few more slogans that Olympus have used, I’ll send them via chase tomorrow :) Peace!

    • Will July 16, 2011 at 8:08 am #

      See what you’ve caused Mark…….trouble maker :) It would be good to see the other ones.

  68. Andrew July 15, 2011 at 10:49 am #

    Camera phones have their use as being handy, but it breaks my heart when I see friends on Facebook posting pictures of their young kids growing up and priceless memories being captured solely with a camera phone. Then they try to “polish” it up with instagram or some other retro filter. Kids only grow up once. I personally have a huge underexposed blurry gap in my own family history that I’ll never get back because of a crappy camera. I’m all for this line of advertising.

  69. Anonymous July 15, 2011 at 10:55 am #

    Yeah I totally blame Scott for this! Case closed.

  70. France Freeman July 15, 2011 at 11:17 am #

    Obviously, Olympus is feeling threatened by little old iPhone. I don’t blame them.
    Be afraid Olympus, be very afraid!

  71. Steve July 15, 2011 at 12:06 pm #

    Who cares. Get back to work.

  72. Nomadic Samuel July 15, 2011 at 12:35 pm #

    I like the concept of the photographer being talented enough to pick up any camera & take stunning photos; however, on the other hand, serious amateurs and/or professionals tend to purchase the best equipment they can afford For those who make a living from photography in one capacity or another didn’t/don’t likely produce most of their materials with a cellphone camera.

  73. Martin July 15, 2011 at 12:49 pm #

    If your camera also fakes godawful effects like lens shift and low-pass at a refresh rate of 2fps, that will explain why your photos look so generic… and why you missed the moment.

  74. Will July 15, 2011 at 2:35 pm #

    Why is it always “anonymous” that comes on to blogs, talk trash, give abuse and be a general wank bag ? The marketing guys at Olympus have totally done their job, think about it, all the people on this blog have seen, spoken about and given an opinion on a brand/product they would haven’t given a second blush to. Olympus want to provoke any reaction to get you to go see the site and see what they are talking trash about. I think it’s a stroke of genius, I love my iPhone camera and I guarantee the guys at Olympus do to, they’ve just used a controversial ad to get attention for some new cool products and it’s worked. I’m a canon shooter and I really fancy one of the 4/3rds cameras that I seen on the site after this blog post. Would chase have posted about it if the ad just said “em, here’s our new stuff, gonna have a look….please?” I doubt it. Gotta love guerilla marketing :) It think it’s kinda cool. Don’t agree with the statement but cool.

  75. TimR July 15, 2011 at 3:38 pm #

    I guess they’re at least be honest about the whole marketing approach, or maybe just ironic. Canon and Nikon with all their specs and megapixel wars certainly try to imply the same thing.

  76. Andrae July 15, 2011 at 6:41 pm #

    I am personally offended by this as i use my nokia N8 mostly for pics.
    I might not be a pro but i think my pics are failry decent

  77. Adam July 15, 2011 at 10:43 pm #

    For everyone saying the campaign did its job because we’re talking about it, you don’t know how marketing works. “Conversion” is the key, and to a lesser extent “brand awareness and image”.

    I doubt many of us talking about this will buy an Olympus camera based on this so that’s conversion to a customer failed. And I doubt this is doing much for their brand image, even if we’re saying their brand more now. So fail again.

    • Will July 16, 2011 at 8:06 am #

      I know where you are coming from Adam, But if you think about it law of averages wise, at least a certain percentage of new customers who never thought about olympus have seen the add checked out the site and bought a camera. When you go to the site they aren’t in any way carrying on with slating cell phone cameras, its just a statement to get you to the site, then they show you their products.

      They have done exactly as intended, plus for every cell phone camera lover like me, the other guys on the blog and probably even yourself there is probably 2 people to match each of us that hate cell phone cameras, and want a great quality camera but without the bulk of a full blown SLR will see the ad, totally agree with it check out the website and buy it.

      To say that out of the 22 million people in Oz almost all of them would all agree that the ad might be damaging to the Olympus brand and the majority of people wont buy anything through it is a bit premature.

      Maybe you are right though, that totally could be the case, only time will tell. I just still like the little bit of Cheekiness of it, makes you think “dirty bastard” in a funny way when you read it. We don’t agree with with what it says but a big percentage might.

  78. Jay McLaughlin July 16, 2011 at 11:25 am #

    It all depends on what you mean by “a good photo”

    On a technical level, Olympus are right. A “real camera” will undoubtably take cleaner, sharper, less noisy images, in many more situations than a phone. But as most people have said, it’s the person who takes the photo, so on a creative/artistic level, it makes sod all difference what you’re using half the time.

    On a side note, I love my Olympus EPL-1, and nowadays use it more than my iPhone… sorry Chase! haha

  79. Mahen July 16, 2011 at 9:38 pm #

    Just a minor correction; it’s ‘your’ instead of ‘you’re’.

    “If you’re camera also sends text messages, that will explain why your photos are rubbish.”

  80. Johnny gasque July 17, 2011 at 6:32 am #

    Truth hurts. Even a Olympus camera is way better that a phone /camera. Let’s stop this pretending . Moped Vs. Ducati .

  81. Mich July 18, 2011 at 4:09 am #

    The funniest thing is that people are actually offended and starts defending their 5m, 8m, cellphone cameras here. And the whole talk about being insulted and will not be”converted” to new Olympus customers… if Steve Jobs, Nokia ain’t getting angry, why should you? You didn’t invent cell phones did you? lol.

    Cmon guys, this is just an ad campaign. They need something to draw your attention and it did. & with regards to “rubbish pictures” they were referring to, I would like to assume they mean the millions of grainy handphone pictures which are floating around the web. I can easily find a dozens more actaully offensive ad campaign if you need to get angry at something. Chill!

  82. Masahiko F July 18, 2011 at 6:23 am #

    Taking my iPhone to next job. Will state the best camera is the one I have with me and it is an iPhone. Will see how that works out.

  83. Joey Gallahan July 18, 2011 at 7:37 am #

    Olympus didn’t make this ad, the advertising firm they hired did. And they did a great job bc it developed hits on the site; which probably really needed some traffic! Olympus doesn’t make ANY camera that I use commercially, but the Tough Stylus was a gem for my travels bc it’s tough, waterproof, tiny and sort of inexpensive. I understand the dig at phone cameras, and most pro-togs should too. If you are shooting with your iPhone or other “smart” phone, you enjoy the capability it has for immediacy and fun applications. But I would be surprised if ANY of the people posting, digging and arguing here don’t use a DSLR as often as they can for almost all photography. In a world where the grey line between pro and hobbyist continues to narrow and fade, I appreciate the quip about using a DSLR for photography. Would anyone here be opposed to and add that read: “If your photographer can’t shoot during the week because of their real job, get a real photographer,” or is that just in my market?

    Joey Gallahan
    Austin Texas

    • David Cornwell July 18, 2011 at 8:05 am #

      Cell phone cameras are just snapshot cameras. Nothing wrong with them, but they are very limited in what they can do. But they serve their purpose. It’s like comparing a Kodak Brownie or Ansco Panda to a Leica rangefinder.

      What’s funny is that so many people get angry over it. Give it up.

      • David Cornwell July 18, 2011 at 8:06 am #

        Sorry, I didn’t mean this to be a reply to anyone’s comment, but a new comment of my own.

  84. Mike Bourgeault July 18, 2011 at 7:28 pm #

    The only reason this makes me mad is I dropped 300+ on a Stylus Tough and it is easily the worst camera I have ever used. Otherwise its just marketing that I wouldn’t have noticed unless it was pointed out to me.

  85. M. July 19, 2011 at 6:31 am #

    There’s something that bothers me about most of these comments. Some of them show genuine indignation towards Olympus. Come on, people – it’s just an ad! It’s not about war, it’s not about the economical crisis or the rating agencies’ behaviour. Just an ad! Nothing more than an ad. I don’t see the need to stress over it.

  86. Adam Haworth July 20, 2011 at 5:01 am #

    Totally incorrect, I have some really great photos that have been taken on my Blackberry. Really bad marketing I think.

  87. Canon Man July 20, 2011 at 8:18 am #

    “If your camera can’t easily share photos, that will explain why you have no friends.”

  88. rustes July 22, 2011 at 11:06 pm #

    i bought an olympus today!

  89. Sam July 24, 2011 at 8:28 pm #

    “The best camera is the one that’s with you.”

  90. Kris Singleton July 24, 2011 at 10:50 pm #

    “The best camera is the one that’s with you” is a catch phrase used in Chase Jarvis’s marketing to all of us readers so that he can sell coffee table books and apps to iphone users. It’s not some proverb handed down from God.

    iPhone version of lomography

    There’s nothing wrong with having a fun hobby, but don’t quote Chase’s marketing when trying to refute Olympus’s marketing!

    You guys are the easiest sell I can imagine LOL


    • Nathan July 25, 2011 at 2:30 am #


      Be realistic people – whatever your iphone can do, a new 43’s Olympus can do it better.

      I don’t own an Olympus, or an iPHone. But I do take rad photos.

  91. Josh July 25, 2011 at 6:06 pm #

    It’s funny they are targeting this, I work in a camera store and Olympus are a slowest moving stock, that too and their build and lens quality is rubbish.

  92. DanielKphoto July 26, 2011 at 3:54 am #

    I love taking photos with my iPhone and as long as the photographer uses his creative mind, there’s no need for 12 megapixels and a 2000$ lens, but it could be done with any camera no matter how simple it is… So this absolutely not true and I’m finding that the companies are trying to make people think that they do need expensive cameras. For example, the PEN camera commercials they’re all about getting a professional result and blablabla though this is not defined by the camera used. Also, I often hear people say to me: “yeah, I think I’m going to buy a DSLR too, it would be great for the holiday pictures” and they really think they’ll get better photos…

    • @DanielleCIA August 3, 2011 at 2:57 pm #

      Totally agree! Well said!

  93. Abmath July 26, 2011 at 7:31 pm #

    This is classic Aussie humor. Love it! Open your minds people! The purpose of this message is to disturb people and question the status quo. How many of you went to their website?
    Marketing 1. Unsuspecting public 0.

    I might add that Olympus just got a free ride on Chase’s blog. How many people just saw this ad???

    Game Set and Match

    Good work Olympus. I like to see an underdog fight back!

  94. Justin July 29, 2011 at 12:47 pm #

    I’m not sure what all the Olypus hate is for. I agree, its negative campaigning but my wife has an olympus point and shoot and it takes some incredible shots. Better than my canon and way nicer than my iPhone could ever take. I’ve also dealt with their mirrorless PEN-3 cameras. they are quality cameras and this comes from a Nikon user.

  95. Anonymous August 12, 2011 at 6:35 am #

    if your camera is branded Olympus, that will explain why your photos are rubbish

  96. Rhys September 10, 2011 at 9:12 am #

    the only messages that photo of any type, and even video, can send is the message the artist wants to portray to his audience. maybe what olympus is saying is that the quality ain’t that good compared to conventional camera, where u may have VR/IS and higher megapixel. however, phone camera are catching up in terms of megapixel. but at the end, its still the person behind the camera that needs to compose the picture.

  97. Roger September 17, 2011 at 2:24 pm #

    For the general public, whom this ad is directed, its assertion is spot on. And it should be a very effective ad. It is irrelevant whether or not some “good” photographer can squeeze an interesting photo out of most any type of camera in various situations. The vast majority of the public doesn’t have a clue about the limitations of their phone’s camera and how best to use it – their casual snapshots look may OK on the tiny phone screen but at any other resolution the images are more often than not blurry if not improperly exposed for anything but close-ups (with flash assist) and shots taken in bright sunlight.

    Cameras on phones will get better and that will likely satisfy an increasing number of users (e.g. with better sensors, gyro-stabilization). However, for the moment lots of consumers expect far more than what the phone cameras can provide. Until then, the new generation of smaller mirror-less cameras have the potential of filling that gap for better photos.

  98. A realist September 21, 2011 at 2:05 pm #

    Okay, guess what, all the little plaques around………………… It’s an advert.

    You know when Mr Jarvis with his “Crew”, anyone who has a “crew” is always so “Cool”. writes in the blog or posts a video on You Tube or releases an app…. It’s an advert.

  99. Phil Stefans October 8, 2011 at 6:32 am #

    I had an Olympus that was crap at sending texts and below average at taking photos…

  100. zarconx@spycam October 19, 2011 at 6:26 pm #

    well, why bother getting a real camera, when my phone can still serve its purpose, we all know that most of the camera phone are only getting snapshot and has lesser performance when it comes to quality of the picture, but not all camera phones.

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  104. Damien Ahuir January 14, 2012 at 4:25 am #

    My iPhone is the only thing always with me, and I actually find the picture quality good enough for a phone.

  105. David G. February 14, 2012 at 4:43 pm #

    Isn’t that how it seems to go? Would sure be nice to see ‘trash the other guy’ stuff done away with!

  106. Jack Oxenbury February 20, 2012 at 10:14 am #

    It is not about how expensive your tools are. It is about how valuable you make them.

  107. Steven May 22, 2012 at 10:16 am #

    Regardless of whether their right or wrong about it a couple things still ring true….(1.)so far the cameras dont’ take as good of pictures, and it’s silly for people to think they are a photographer cause they take pictures with their iphone, JUST as silly as someone running around with a D7000 thinking their a photographer. Your not “something” (photographer, runner, racecar driver) cause you’ve done it a couple times. (2.) Someone with an iphone is not going to get the phone call that pays. They don’t get called in for weddings, commercial shoots, model shots, nothing. You only get the call if your good AND you have a good camera.

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