WEDDING SEASON SALE! 30% Off Training Systems!

Your content will be up shortly. Please allow up to 5 seconds
Featured Projects

Olympus Makes Fun of DSLRs With Hilarious ‘DSL-ARM’ Campaign

By Hanssie on May 20th 2015

Photographers are jumping from DSLR cameras to their mirrorless competitors in droves, with many of them citing the size and weight differences as one of the main reasons for the switch. This is a fact that Olympus capitalizes on in their new campaign to promote the OM-D EM-5 Mark II. The two mockumentary videos make fun of the weight of DSLRs with a fictional condition that affects DSLR users, called ‘DSLR-ARM’.


DSL-ARM is a syndrome that occurs in the right arm of DSLR users causing it to lengthen due to the sheer weight of the camera. Those that have shot a 12+ hour wedding with a DSLR and 70-200 plus a flash know that the struggle is real. The videos follow “Paul,” a DSLR shooter with an extremely long right arm and his struggles through life with this affliction. The first video is a 30-second commercial that shows Paul and a series of embarrassing moments due to his gigantic arm. From awkward high fives to swimming in circles, the cure to DSL-ARM is, of course, the Olympus OM-D EM-5 Mark II.

The second video is a mocumentary that gives us a tongue in cheek, “behind the scenes” look at the filming of Paul’s commercial with interviews with his family and friends and how Paul’s condition has affected their lives as well. The final video is the real behind the scenes video of the making of this series with interviews from the actors, some of whom are actual Olympus employees, and interviews with the filmmakers, who actually used the Olympus OM-D EM-5 Mark II to create the series.

All in all, a great and humorous way to promote a product. If you want to avoid DSL-ARM, get your Olympus OM-D EM-5 Mark II at B&H here.

Watch the 30 Second Commercial, “Olympus OM-D E-M5 Mark II – DSL-ARM” 

Watch the Mocumentary, “Olympus OM-D E-M5 Mark II – DSL-ARM Documentary”

Watch the Actual Behind the Scenes Video

[Via DigitalTrends]

This site contains affiliate links to products. We may receive a commission for purchases made through these links, however, this does not impact accuracy or integrity of our content.

Hanssie is a Southern California-based writer and sometimes portrait and wedding photographer. In her free time, she homeschools, works out, rescues dogs and works in marketing for SLR Lounge. She also blogs about her adventures and about fitness when she’s not sick of writing so much. Check out her work and her blog at Follow her on Instagram

Q&A Discussions

Please or register to post a comment.

  1. Joseph Prusa

    Photographers are jumping from DSLR cameras to their mirrorless competitors in droves,
    Where are those facts coming from?

    | |
  2. Yankel Adler

    Funny, I also like their ad in the latest Pop Photo magazine

    | |
  3. Ralph Hightower

    Humorous commercials. But usually, my camera is hanging from a neck strap, which is becoming more and more like a pain in the neck.
    I bought a shoulder harness for carrying two cameras. I used that setup for a practice day of a PGA Golf Tournament. I had my Canon 5D Mk III with the EF 100-400mm f4.5-5.6L lens hanging from the left and a Canon F-1N with FD 28mm f2.8 hanging from the right; I removed the battery grip from the 5D and the motor drive from the F-1 to save weight. It was quite comfortable using that setup; if I just had the 5D hanging from the neck that day, I am sure that I would’ve been in worse shape.

    | |
  4. Herm Tjioe

    I wanna give this a high five but I’m afraid I’d tear the ceiling up again

    | |
  5. Nashaine Johnson

    Well I laughed. It was funny

    | |
  6. Joram J

    ROFLOL. Humor in commercials always good!!

    | |
    • Thomas Horton

      Stan Freeberg was one of the people who pioneered using humour in advertising. Sadly he passed away this year.

      | |
  7. David Blanchard

    I went to China in 2010 with a full Canon 7D kit. Took some nice pics and then swore I never do that again. Eventually got a Sony NEX kit and dumped the entire Canon bits. Hey, it’s your arm so it’s not my problem.

    | |
  8. Wendell Weithers

    Great ad. Hillarious.

    | |
  9. Eric Sharpe

    Great way to get people talking. I like the ad, although it’s not going to sway me to pickup a mirrorless body.

    | |
    • seoras logan

      Its more likely to just persuade those who are swithering and are getting a bit tired of lugging around a heavy dslr, or who are finding they’re not grabbing their camera bag quite so readily because of the weight and bulk.

      | |
    • Eric Sharpe

      Yeah, I use my D5100 for just that reason.

      | |
  10. Thomas Horton

    That’s awesome. We need more humour in photography. Too many people take things too seriously too many time. :)

    | |
  11. Richard Olender

    Tell me why your product is good. Don’t tell me why the competition is no good.

    | |
    • seoras logan

      Its good because you don’t have to lug around a heavy dslr and get dslr arm (or neck), thought that was obvious.

      | |
    • Holger Foysi

      @Seoras: It depends on the lens and DSLR. You can have it small and light, if you want to. Don’t you think a Sony A7 + 70-200/2.8 would be that much lighter? M43isn’t that much lighter if you use equivalent (AOV, DOF) lenses, if they exist. A D5500 is not that much heavier than a EM5ii. How would you categorize a NX1? (By the way, I use mirrorless, too, along DSLRs)

      | |
    • Richard Olender

      Yes its obvious.
      My point is show me the benefits of a lighter camera, not the disadvantages of a heavier one.

      In other words they should build themselves up rather than knock the other down

      | |
    • seoras logan

      But Oly are building themselves up y pointing out how lite they are. Dslrs wouldn’t argue they are better because they’re heavy. Its just advertising and a fun take on one aspect why you should by mirrorless. You buy into it or not.
      Yes some dslrs are light, in part usually because they rely heavily on polycarbonate bodies and lightweight inner structures. I would say for me they are also fat and bulky, inc. lenses; at least Oly didn’t go down that road :) I have small hands its worth mentioning as that can be a factor in what you use.

      I’ve used plenty dslr’s and medium format and still have a 5×4 but since moving to mirrorless I take with me and use my camera more readily. And their being used on a professional level.
      Never handled an NX1 so couldn’t say.

      | |
  12. Kevin Nguyen

    If it is free, I will take 3. Otherwise, I am still hugging my III ;)

    | |
  13. Holger Foysi

    They seem to be desperate. Their latest financial reports didn’t sound good ( I, personally, still like to use a D750 with prime lens (not heavy at all) all day, along with my mirrorless camera.

    | |
    • Petr Kulda

      Are they trying to catch attention of DSLR users and turn them in converts? Than thei are doing it wrong. I am not eager to jump this ship. Management sure is desperate and doing mistakes.

      | |
    • Kyle Stauffer

      I agree… I’d rather have a slightly heavier full-frame camera for better low light capability. Not to mention the exponentially longer list of lightweight lens choices.

      | |
    • Steve Madden

      Totally agree! Just got a D750.
      The difference is unreal between that and my D700!
      I was thinking of keeping the D700, but now I don’t even like picking it up!!
      Might trade it for Fuji XT-10!

      | |

      KYLE STAUFFER I thought Sony A7s was the best low light camera in the world. The fact is: a lot of travel photographers want a smaller and easier camera because you get tired after walking 20 miles to that mountain so you can get that amaing shot. But if you’re a wedding photographer and you go 20 miles with your car to the wedding than sure! Go with your dslr. It’s a personal choice. That’s why all people are different. They have different choices and different opinions.

      I love the commercial. It’s sarcastic to the photographers who think if they have a big camera they look proffesionals to the people that they are seeing. I have the same opinion.

      | |
    • Kyle Stauffer

      Gherasim, the A7S may well be and it’s probably not much bigger than the Olympus. I agree that many love this camera for its portability while maintaining good image quality at low ISO’s. Just as many like it for it’s style and classy look. I wasn’t trying to nock it in any way… just stating that “I’d rather…..”. Like you said, it’s a personal choice and I’m glad that choice is there. Like chocolate and vanilla ice cream. I guess my viewpoint is, if it can’t fit in my pocket, I’m going to have it on a shoulder sling anyway. On a sling, a few more grams and a centimeter or two in size difference aren’t that big of a deal to me for hiking/traveling with a prime/pancake attached (Again mho)

      I like the commercial too in it’s creativity to try to be funny. After watching it, maybe we’ve been looking at this all wrong. Why go to the gym when you can carry and curl a magnesium cameras with 24-70’s/70-200’s. Kill two birds! Getting a light camera is like paying someone to push-mow the grass while you’re working out. Juuuuust kidding!! Have a great day!

      | |
    • Dustin Baugh

      That “latest financial report” was from May 2014.

      | |
    • Hanssie

      I think they just wanted to do a fun commercial to promote their new camera. Humor is memorable and I say kudos for thinking outside of the box.

      | |
  14. Mike Frederick

    Funny, makes me want to go get one for the days I don’t want to lug my DSLR and accessories around.

    | |
  15. Brandon Dewey

    funny, great ad

    | |