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14-AUG-2024 | Leica’s “the think camera” Ad

Author

Dan Bogachek
August 14, 2024

Leica’s “the think camera” Ad

“And as long as creativity can’t be computerized, we will continue to make it.”

Times change fast.

the “think” camera

This “pro” doesn’t boast electronic circuitry. It doesn’t have photocells to select the area of interest. No little indicators to tell you there’s not enough light. The Leica M4 is strictly for those of you who prefer to do your own thinking, your own creating. And as long as creativity can’t be computerized, we will continue to make it.

In the hands of a discriminating photographer, the M4 is a sophisticated “tool” of endless versatility and speed. A camera so flexible and so fast that it’s only limit is the scope of your imagination and the condition of your reflexes. And with each smooth release of its precision shutter, you are reminded of the M4’s heritage of over five generations of Leitz excellence in optics and instrumentation.

Try the M4 for “feel” at your franchised Leica dealer.

Leica

  • Repetition on “doesn’t” to draw you in.

  • This is the rare case where the features are the benefits. The camera geeks live for this stuff.

  • Appeal to elite status/identity — “those of you who prefer to do your own thinking,” “discriminating photographer,” “the only limit is the scope of your imagination and the condition of your reflexes.”

You glance at your watch.

It’s 6:28. You’ve been at it since 3.
Crap. Your hot date is at 7. Running late. Sink shower it is.
Nowhere close to done editing…

“…at least all the ideas are laid out, so there’s that. Did I miss anything? I don’t think so? Ok, but how do I make it flow? I need to get the final draft to Stacey for design asap, team cutoff is at noon Thursday…”

You’ve spent dinner completely distracted. Your date just took off. You go home exhausted, plod to your desk, and crack open the laptop.

Or… it could go like this:

5:41 — you’re out of the shower and lip-syncing.
6:17 — dressed to the nines and zenned out.
7:03 — the sunset glints off your aviators as you smile hello.
8:36 — it actually feels like you’re hitting it off. Not just hot, funny to boot.
Next morning, 10:27 — polished draft ready in your inbox.
10:31 — Stacey messages back, “thanks, looks good!”

The difference?

You had Copygloss handle it yesterday afternoon.

For help with editing, email Dan:
[email protected].