Pentax courts independent photogs

If you're not a Canon, Nkon or Sony, it can be difficult to gain some mindshare in the congested digital camera arena. Camera maker Pentax's solution to that problem is to take a page out of the McCain-Palin playbook and woo photographers who are of a maverick bent. The ad folks behind the new campaign, RPA, gave Pentax's old tagline "Independent spirits who see the world through a different lens" a shave and a haircut and came up with "Be Interesting."

“The ‘Be Interesting’ direction came from a deep consumer insight we gained while getting to know the Pentax brand and their loyalists," RPA Associate Creative Director/Copy Jim Real said in a statement.

"Pentax users, and people who are naturally drawn to the brand, truly are independent spirits," he continued. "They don’t follow. They decidedly beat their own drum. The campaign’s idea is to celebrate that independent spirit."

Hopefully, Pentax will have more success with its appeal to maverickism than the GOP presidential hopefuls had with their appeals to it.