Visually capturing the essence of your product advances the momentum that leads to the sale.

Great advertising captures and projects the essence of a product or service in terms that your market can relate to on an emotional level. After all, prospects buy emotionally, then justify intellectually--i.e. with facts.

Ask a photographer which camera "feels" best, and they'll probably respond "Leica rangefinder cameras, like the M7 or MP." They'll then describe how "good" the camera feels in their hands.

Few contemporary advertising campaigns capture the essence of a product as successfully as the current Leica campaign does. Called "hands," each of the full page ads shows a Leica camera in the hands--just the hands--of a famous photographer.

A single line of text expresses the photographer's feelings, i.e., "An extension of my eyes and hands." The hands and camera jump out of a solid black background.

Memorable and compelling. And surprisingly effectively. At a time when digital technology is dominating the photo scene, the "honesty" and "warmth" of the all-mechanical Leica film cameras are capturing among their best sales ever.