Nikon selected Ashton Kutcher to target a more youthful audience. Shot in trendy boutique hotels and upscale shopping destinations, the spots highlight fashionable colors, simplicity and the performance of Nikon's Style series compact digital cameras.
Directed by Emmy Award-winner Brian Buckley, the spots show Kutcher's CoolPix camera being discretely taken and passed around by adoring fans, who take several pictures with it before slipping it back into his pocket. Kutcher then notices some surprising pictures when he reviews the photos on his camera's LCD screen.
The print campaign, shot by legendary photographer Norman Jean Roy, captures Kutcher's playfulness and the aesthetics of the camera.