Creative agency Wunderman Thompson Dubai has this week released a tongue-in-cheek spot that aims to take smartphone cameras ‘to task’.

Developed for Japanese firm Canon and Kinafoto, the film jokingly calls out smartphone ads as nothing more than trickery, passing off the high-quality image of a professional camera as that of a smartphone’s.

“We wanted to make people think of Canon every time they see a beautifully shot smartphone ad,” Wunderman Thompson Dubai executive creative director, Pablo Dachefsky said.

“So, we developed this series of ads which show the behind-the-scenes look at the moment a Canon is set up to take the perfect shot of a smartphone. It’s a simple way to make people remember the craft and the joy of working with a pro camera.

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He continued: “The campaign also celebrates the talent, attention to detail and mastery that goes into professional photography. After all, although the advent of phone cameras means that photography is in everyone’s hands, capturing a truly great picture can be more difficult than many think.”

‘A Masterpiece Behind the Camera’ shows that despite the huge advances in smartphone cameras over the last decade, producers will still favour a ‘classic’ camera to film high-quality shots of the smartphones themselves for their advertising campaigns.