Pretty much every other camera is sold by specification - 16megapixel this and face detection that. Most of them don't have a clear target audience, let alone a target audience that makes me interested in them. For example - m4/3 started off with the e-p1 which at first seemed like it was designed as a compact/2nd camera for pro-photographers, but later it was revealed that much of the marketing direction was toward women, because of it's compact size and cute looks. The samsung nx10 is probably targeted to people who want a DSLR but want it as small as possible. The NEX is targeted towards people who go to buy a DSLR but get convinced by the sales clerk to get a NEX instead.
The thing is, I don't care about spec lists or specification that much. It doesn't show what the camera has been designed for. Half of all of the compacts on the market at the moment have been designed to tick boxes in spec sheets, but in the real world they're really flawed because they're not really masters at anything.
I think the ad is brilliant, in that it's making it's target market crystal clear. You've got Daido, black and white, street, homeless, angst, sex and underworld (tattoos/yakuza), and poetic reflective dialogue.
In that, the ad is saying to me "this is not a camera for people who want a compact DSLR. This is not a camera for people who want face detection or care about megapixels. This is not a camera for young people who see it as being fashionable to carry it around on a strap. This is a camera for people who like documenting life around them - a street photographer, and it makes no excuses being that."
And it's not smoke and mirrors either, because it IS actually quite obviously designed as a street photographers camera. An 'everymans' m9, or a digital hexar AF.
Then again, maybe you don't identify with street photography, and that's why you don't identify with the ad. There's always going to be difference of opinion on what's good and what isn't.
