GoPro puts the consumer market in focus with new ad campaign

GoPro is a brand synonymous with action cameras, yet it has achieved that status without ever producing a standard, scripted TV spot. That changes today, with the launch of GoPro’s “Capture Different” campaign.

The first ad of the campaign, titled “This is…,” will air tonight on national television during ABC’s How to Get Away with Murder. You can also watch it online now (above).

The ad represents a slight, but important, departure from GoPro’s standard marketing. Traditionally, the company has focused on the extreme sports crowd, sourcing videos from athletes around the world. “Capture Different” is, well, different, showing GoPro cameras being used for more casual, fun, and family-oriented activities.


The ad opens with a series of shots of people shooting images and video on their phones, tablets, and at least one interchangeable-lens camera on a tripod. Through voice-over narration, we are asked, “Is this being in the moment? Is this hanging out? Is this really playing with your kid?” The ad then cuts to a series of shots captured on GoPro cameras, taken from the perspective of the activities themselves, rather than from that of an onlooker. We don’t actually see a GoPro until the ad’s final shot.

The idea is to illustrate the power of a GoPro camera in recording everyday memories as well as special events that our outside the company’s normal wheelhouse of action sports. The “Capture Different” campaign puts the emphasis on the memories and experiences, rather than the gear. It speaks to GoPro’s renewed focus on simple but powerful tools that people of all stripes can use.

In an email, a GoPro representative shared that the company believes the ad will “resonate on an emotional level with a much wider user base … It’s a shift in strategy to target a broader consumer audience, and a shift in tone to signal a more accessible, inclusive GoPro that is relevant to all consumers — not just extreme athletes.”

In addition to tonight’s TV spot, GoPro has three separate “digital breakouts” that will be released next week, starting on Sunday, November 13. The breakouts dive deeper into the three stories touched on in the ad.

GoPro may have a lot riding on this new campaign. While the new Hero5 has met with an enthusiastic reception, production issues have hampered GoPro’s ability to meet demand. The company’s stock price has also suffered in the wake of the recall of the new Karma drone.


Olympus teaser shares glimpse of OM-D camera that’s good for more than sports

Is Olympus about to release a new mirrorless camera geared toward sports photographers? The latest teaser offers a glimpse of an upcoming OM-D camera set to launch on January 24, and by the looks of the teasers, it's capable for landscapes…

Here are 8 GoPro tips to get the most out of your action cam

There's more to your GoPro camera than just mounting it to your skateboard. Whether it's finding the best accessories or understanding the settings more thoroughly, learn to shoot video like a pro with these simple GoPro tips and tricks.

Starting your very own vlog? Here are the best cameras to buy

Any camera that shoots video can be used to vlog, but a few models stand out from the crowd thanks to superior image quality, ergonomics, and usability. When it comes to putting your life on YouTube, here are the best cameras for the job.

From 4K powerhouses to tiny action cams, here are the best video cameras

Although not as popular as they once were, dedicated video cameras still have their benefits. From travel vlogging to home movies to recording your kid's little league game, here are the best video cameras you can buy right now.

The best mirrorless cameras pack all the power of a DSLR, minus the bulk

Mirrorless cameras offer a lot of photography firepower, inside a compact body. Explore the best mirrorless cameras, from the pro-level to the beginner-friendly shooters, in this guide.

This A.I.-powered camera follows the action to produce epic selfie videos

Want to capture more epic action selfies? The Obsbot Tail is a camera-gimbal combo that uses artificial intelligence to follow the action. Using a handful of different modes, the camera works to keep the action in the frame.

Sony crams its best camera tech into the new $900 A6400

Love Sony's autofocus, but can't stomach the full-frame price? The Sony A6400 mirrorless camera uses some of the same autofocus technology and the processor of the A9 in a compact, more affordable crop-sensor camera.

These point-and-shoot cameras make your smartphone pics look like cave paintings

If your smartphone camera just isn't giving you the results you're looking for, maybe it's time to step up your game. The latest and greatest point-and-shoot cameras offer large sensors, tough bodies, and long lenses -- something no phone…

GoPro bumps resolution on Fusion 360 cam to 5.6K with new firmware

Currently available in public beta, Fusion firmware version 2.0 offers a new 5.8K mode that results in 5.6K output when the 360 camera's two hemispheres are stitched together. It also adds support for 24 fps video and RAW time-lapse…

With 5-stop optical stabilization, Fujifilm GF 100-200mm is ready for adventure

Fujifilm revealed a new lens designed to deliver on the GFX system's promise of adventure-ready medium-format photography. The GF 100-200mm F5.6 R is a weather resistant, relatively lightweight, 2x telephoto with impressive stabilization.

Nikon A1000, B600 pack big zooms into compact, budget-friendly cameras

The new Nikon Coolpix A1000 packs in a 35x zoom lens, 4K video, and an optical viewfinder, while Nikon's B600 brings a 60x zoom lens to the table. The cameras are modest updates to Nikon's budget-friendly zoom models.
Social Media

Nearly a million Facebook users followed these fake Russian accounts

Facebook purged two separate groups behind more than 500 fake accounts with Russian ties. One group had ties to Russian news agency Sputnik, while the other had behavior similar to the Internet Research Agency's midterm actions.

From DIY to AAA, here's how to take a passport photo in 6 different ways

If you're applying for a passport or renewing one, you need to submit a photo in your official application. There are strict guidelines, but fortunately, it's something you can do at home. Here's how to take a passport photo.
Emerging Tech

The best drone photos from around the world will take your breath away

Most of today's drones come equipped with high-end cameras, which are quickly revolutionizing the world of aerial photography as we know it. Here are some of the best drone photos from around the world.