For a while now Nikon have been advertising their cameras by telling us who those cameras are. Now Nikon are telling us who Nikon are. This seems to be following the idea of communicating from the inside out - if you can engage people on an emotional level they will buy from you for who you are rather than what you are selling them.
It will be interesting to see if this continues and if it gains them any ground. While many point to Apple as the best example of this approach working the fact that it worked for Apple doesn't mean it will work for anyone. Certainly this video isn't up to the standard that we see from Apple which may lead to them falling short. Furthermore it worked for Apple because people believed them. Will people believe Nikon?
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