Nikon’s Newest Ad Campaign Is Shot with a D5100 DSLR

Nikon’s Newest Ad Campaign Is Shot with a D5100 DSLR


Melville, NY—Hollywood leading man, producer and social media champion Ashton Kutcher once again provided his talents for the latest Nikon advertising campaign for the Nikon D5100 DSLR and long-zoom Coolpix models.

“Ashton’s stylish, edgy and fun personality continues to shine and appeal to a wide variety of customers for both Nikon DSLRs and Coolpix compact digital cameras,” said Lisa Baxt, senior communications manager for Nikon Inc. “We are excited acclaimed director of photography Matthew Libatique shot our “Man of Action” DSLR spot with the Nikon D5100. All elements of this DSLR campaign were shot with the Nikon D5100, demonstrating its high-quality photo and HD movie capabilities.”

The D5100 campaign’s initial run will be from May 30 through the end of June on a variety of national primetime programming on the ABC and FOX networks. The commercials can also be seen on a number of prime cable networks, including Bravo, Food Network, History Channel, National Geographic Channel and HGTV.

The “Man of Action” spot for the Nikon D5100 features Kutcher as the hero in an action sequence, ready to go toe-to-toe with the villain when things don’t quite go as planned. Cinematography was directed by award-winning director of photography Matthew Libatique, ASC (Black Swan, Iron Man), and the entire spot was filmed in Full HD (1080) using the Nikon D5100. 

“As a cinematographer, I enjoy working with the latest gear to push the boundaries of what’s creatively possible with a camera,” said Libatique. “The D5100 is a consumer camera that delivers excellent HD video quality. It was fun working with it on a commercial shoot and it delivered on giving the piece a new look.”

The additional TV spot, “Malibu,” features Kutcher soaking in the sights of the Pacific Coast with Nikon’s latest Coolpix superzoom cameras, the P500, S9100 and L120. As illustrated in the spot, the Nikon Coolpix P500 is a full-featured compact with an expansive 36x wide-angle zoom, ideal for shooting in tight indoor places or out in a great open space. Its smaller pocketable sibling, the S9100 has an 18x wide-angle optical zoom lens designed to perform even in low light. The L120, also featured, is marketed as “the ideal camera for the active family,” featuring a 21x optical zoom and easy-to-use features. 

To view these campaign spots and behind the scenes footage, visit