Kevin Spacey to star in Olympus TV campaign

Olympus, the camera maker, is launching a £3m television and print campaign starring actor Kevin Spacey.

Olympus campaign

The “Don’t be a tourist” campaign promotes the Olympus PEN range of cameras and shows Spacey talking about the “emotional benefits” of the camera.

It targets 30- to 50-year olds and aims to encourage people to use the camera for more than taking photographs, but “a memory, an inspiration or an emotion”.

The ad, created by Team Saatchi, part of Saatchi & Saatchi, breaks on 16 November and will air on terrestrial and satellite channels.

Media buying is being handled by Mindshare.

The ad draws on the “retro style” of the PEN range, which was originally launched in 1959.

Spacey was chosen for the campaign because of his position as an American living in London, and his connection to the arts.

The ad was directed by Duncan Jones, who worked with Spacey on the recent cinema release “Moon”.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here