Inner smile

When we saw these pictures for the first time, they reminded us about the mysterious smile of Mona Lisa. Although you could barely notice the smile at all in these pictures, the name of this ad offered us a hint. This series of pictures named “Inner smile”, which were designed for FUJIFILM F70 camera, won the golden prize of out of home category of the 2011 Clio Awards.

Life has many inconspicuous scenes, therefore you need to have enough ability to capture the images which will reveal their hidden truths. The ad consists of three photos taken by FUJIFILM F70. By the look of their clothes and their expressions, we could know that they are attending a funeral. Each mourner looks sad and it seems that all of them express deep condolences to the dead, except one person. She also looks sad at the first glance however the little green AF frame exposes her secret. She is not sincere about the death of the decreased. Under her false sadness, she is smiling from the deep inside. The same situation happens in the rest two pictures. People actually smile in the situation which we usually do not smile at all. The second one happens in front of the boarding gate of the air port. The couple holds each other tightly. The man seems to be set out on a long journal. The woman is supposed to be sad for his leaving, however, F70 catch the moment of her “inner smile” again. We also can feel that the male with longer hair is trying his best to contain his “inner smile”. He might hold a hand of good cards and he is fighting back his cheerful emotion. Those pictures do tell us stories.

We think that the ad won the golden prize for the following reasons. At first, it selects the dark side of human nature, which is full of irony, to impress us. Instead of normally using photos of natural scenery to show the performance of cameras, the designer of this ad picks several scenes in the real life. The unique creativity makes the ad stand out and attract people’s attention.  Second, it arouses echo in target customer’s heart. Every photographer and photography enthusiast aspires to shot the best photos. And the prerequisite of an outstanding photo is that the photo can tell us a story. In other words, the photo needs to have a soul. These three pictures obviously succeeded to achieve this. Moreover, the designer use the perspective of photo taker, which implies that you could get pictures as good as these three if you use F70 camera. Thirdly, except the excellence perspectives, these pictures display the splendid performance of the camera. One of the selling points of Fujifilm F70 is its excellent auto focus performance. This ad perfectly highlights this point. Beside, these three high quality photos each focus on one advantage of this camera. The first one throws the background out of focus ideally. The second one indicates that F70 is good at handling light. The last one shows its outstanding color handling. Every photo highlights the advantages of the product appropriately.