Walk past any old geezer in the marketing department and the first thing he tells you is that sex sells. Photographic companies seem to agree with him. Three companies Nikon, Olympus and lens manufacturer Omax all used sex, or more accurately men’s need to ogle sexy women, to promote their products.

What works so well is that each company uses essentially the same premise, see more than you should, to promote a different feature that they believe gives their product the edge. Nikon promotes face recognition, Olympus focusing speed and Omax the wide angle of their lens. Brilliant, and well worth ogling.