The campaign was created by Lowe and directed by Bailey, and will push one of Olympus' digital models in the run-up to Christmas. It plays off the idea that while we can't all be David Bailey, the next best thing is to own an Olympus Mju Digital camera.
In the ad 'present', a woman is shown wrapping up a Christmas gift. She needs more and more paper and it emerges that she is wrapping up a person who turns out to be David Bailey in a rather disgruntled mood. It ends with the line "Professional photographs without the professional".
A second spot builds on the theme, with Bailey being stuffed in a suitcase so he can be taken away on holidays.
Bailey, who is most famous for his work as a fashion photographer in the 1960s, starred in a number of famous Olympus ads during the 1980s.
The current campaign was created by Richard Littler and Zac Ellis at Lowe. It breaks on December 1 and will run on national and satellite television, with media planning and buying through Initiative.
Jeremy Bowles, managing director of Lowe, said: "There is so much affection for the Bailey and Olympus ads that it's great to be doing a new series. The reassurance that Bailey uses the camera remains as powerful as ever, particularly with the new digital range."
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