Landscape photographer, Murray Fredericks, is the face of a slick new TV ad campaign plugging Colorbond Matt roofing and walling products by international steel company, BlueScope.
The advert shows Fredericks wondering around the coast of Kangaroo Island, South Australia, comparing the textures of the cliffs with the new Colorbond product, Matt steel finish.
‘Like Colorbond steel, Murray Fredericks has a unique connection and relationship with the harsh yet beautiful Australian landscape,’ said Lisa Dent, BlueScope manager of marketing and market development, Lisa Dent, ‘Murray’s credentials as both a landscape and architectural photographer makes him the ideal person to capture and represent the light diffusing qualities of Colorbond steel Matt.’
And that is precisely the message from the award-winning photographer in the advert.
‘For me, the pull of the Australian landscape is its got this beaten, weathered harshness,’ Fredericks says. ‘Which is contrasted with these beautiful colours, and soft matte surfaces. I love how a matte surface holds light. How it diffuses them. It’s an absolute joy to photograph. It’s like colorbond steel Matt. Its strong, enduring, yet subtle in its beauty.’
Fredericks joins a long list of photographers who have been hired to appear in advertisements.
In 2014 Audi had US photojournalist, Lysney Addario, retell her Libyan abduction and assault story, for a TV ad.
Land Rover and Time developed ‘branded content’ featuring Canadian photorgapher Owen Perry, who goes on assignment to photograph bio-luminescence. The three-minute video continually flashes Perry driving the Discovery Sport SUV, but focuses on the storytelling and adventure.
Merecedes, in an effort to become ‘more youthful’ in 2013, hired five popular Instagrammers to drive its cars to garner Likes and Shares.
While photographers are viewed as adventurous and heroic, they are also natural storytellers capable of creating ‘authentic’ and ‘engaging’ content – which, in the world of advertising, is the holy grail.
Getty Images launched Verbatim late last year, a sub-agency consisting of 10 award-winning photographers who are available as creative directors for advert campaigns.
So far the likes of Addario, Gillian Laub, Toby Smith, Brent Stirton, and Veronique de Viguerie have worked for companies like Allianz, Adidas, Coca-Cola, Ford, Gatorade, HSBC, McDonald’s, Shell, Toyota and Vodafone.