I am talking about their ad agency, not necessarily company employees. I find the Olympus E-510 Ad that is circulating in the various magazines over the last couple months entirely offensive and I think it is worth sharing why. If you haven't seen it, the photo is funny, showing a bicycle racer going up a mountain pass delayed by some unhappy beef-on-hoof. But... here is where I have a BIG problem with this ad. The ad STRONGLY implies that the picture was taken by the E-510. It wasn't. I have no idea what camera WAS used, but it certainly wasn't a brand new DSLR. There are at least two versions of this ad, and I am going to talk about the one page version that appears on Page 27 of the July 2007 issue of Popular Photography. I am an avid cycling fan, and even the most casual glance at the picture tells me that it was taken, at the LATEST, in 2003, and most likely it was taken years earlier. Here's how I know this. First, the rider delayed is a member of Team Once (pronounced on-say), and the race is the Tour De France. The team name is written clearly on the shorts, and the jerseys are pink... Team Once only wore the pink jerseys in the Tour De France (their standard yellow jerseys looked too much like the leader's jersey, so they couldn't wear them in the race). Additionally, none of the riders are wearing helmet. Helmets were made mandatory for UCI racing in 2003, with the exception that riders could take them off before the last climb of the day if it was a high mountain finish. That means that this rider could not have been riding any later than 2003 (especially since team Once folded at the end of 2003), assuming this was the last climb of the day. Since 2004, riders are required to wear helmets at all times during the race. Once (the Spanish lottery organization for the blind) ended it's cycling sponsorship in 2003, and those pink jerseys have not been seen on the roads of the Tour De France since. Not only does Team Once no longer exist, the team that replaced them, Liberty Seguros no longer exists either. You don't have to take my word on any of this, here are some reference sources. http://en.wikipedia.org/wiki/Liberty_Seguros-Würth_team http://news.bbc.co.uk/sport2/hi/other_sports/cycling/3123051.stm http://www.iht.com/articles/2003/09/30/bike_ed3__0.php I am guessing this picture is actually much older than 2003. In the picture, several of the riders are wearing cycling caps... which are very uncomfortable to wear under helmets... so it looks like this is the pre-helmet era of 2002 or earlier. Additionally (ok, this part is bike-geek and not very obvious), the last cyclist appears to be riding an old bike (since TDF riders only ride the best equipment, this makes the picture old... not the bike). In 2002 and 2001 Team Once bikes were Yellow. They were black in 2003, but the bar tape was not silver/white, and there are other technical and boring details to lead me to believe this bike is is circa 1999ish AT the very latest, and actually likely earlier... but those are guesses.. Now, about the other pictures. If you look at the other pictures on the page, the one in the bottom left hand corners shows brake levers with cables sticking out the top. This style of brake levers (where the wires are sticking out of the tops of the brake hoods) has not been used in racing in about 20 years... certainly pre-1990, at the latest. The next picture over shows a the last rider in the green and blue team kit of Team Kelme, which changed sponsors (i.e. the Kelme colors left the world of road cycling) in 2004. I know this all sounds a bit geeky, but it proves beyond a doubt that this ad is complete and utter rubbish. It offends me that a company is trying to pass of a film-shot photo series as digital. I find it obnoxious in the extreme. While the ad does not specifically state that "every single picture on this page was taken by the camera we are advertising", it certainly leaves the impression that they WERE taken by the E-510. They most assuredly were not. Which makes the ad agency that put this together a bunch of stinkin liars.