All Camera, No Idea

Here’s a clever little ad for the compact, easy to use and fairly unpretentious Sony NEX camera system. The ad makes its point by poking fun at photographers’ collective tendency to get all caught up in our equipment and forget completely about the main purpose of cameras—making great photographs. It skewers those of us who are more into our lenses than our photos, the "macro freaks" and the "status updaters" and a number of other quirky classifications of "camera-ists." So while the video is all in good fun, there is a little truth here that can serve as a helpful reminder: it ain’t about the stuff, it’s about the pictures.

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