Elmsford, N.Y. - Embarking on a new direction for its brand, Fuji Photo Film U.S.A. Inc. is launching a new television campaign aimed at the coveted market sweet spot: the mass consumer. The new campaign (entitled "Do You Speak Fuji?") debuts today on CBS' s "The Amazing Race."
The campaign will air through the end of the year on network and cable television as well as in national magazines and newspapers.
The "Do You Speak Fuji?" strategy, according to a company statement, "moves away from using technology bells and whistles to sell products to instead focus on the benefits these products deliver directly to consumers."
"The overall theme running throughout the new campaign is that `if you speak Fuji' your communications will be enhanced," said Joan Rutherford, vice president of advertising/marketing communications, Fujifilm.
"The new campaign brings to life the concept of better communication through pictures," she said. "Each ad demonstrates the fun and easy practical benefits of digital imaging and relates those benefits to everyday life."
The "Do You Speak Fuji?" ad campaign encompasses a series of three humorous 30-second television spots. Each ad illustrates an everyday event that is transformed through digital imaging technology into an opportunity to foster better communication between people through pictures.