Will I buy your camera after watching your TVC?

If you buy a Porsche 911 Turbo, you wouldn't use it only to buy groceries from the supermarket, would you? It is a fantastic machine to drive around in, so you'd probably enjoy the handling experience or the sheer acceleration (under safe conditions) or on the track!

If that was so easy to understand, why is it that many top honchos in multi-national companies fail to realize that television commercials are the best way to stir your emotions, or to set the fire in your loins burning? Why do some companies make TV commercials which do little more than communicate their product advantages? The combination of sound and vision is a lethal weapon in creating emotions that would bring consumers to your product, no matter how rational they are or how resistant they want to be. Leave your specifications to the print advertisement! I want to be stirred by your television commercial... entertain me!

Leica just did.