SYDNEY: To demonstrate the quality of the still and video images from its Lumix FT1 rugged digital still camera, Panasonic shot more than half of the footage used to make the ad that will air this weekend on the FT1.

The new TV ad highlights the Panasonic Lumix FT1 camera’s rugged, waterproof casing as well as the quality of high definition video using the AVCHD Lite format, as well as its quality of still images.

Panasonic reports that over half of the footage for the 30-second TVC — including mountain panoramas and underwater shots — was shot in high definition on the camera in a remote location in New Zealand.

“The Lumix FT1 is not only tough, it takes astonishing quality still and movie images, so we had a unique opportunity to incorporate the product into the shoot,” said Cameron Hoelter, creative director, The Campaign Palace, said

The ad finishes on the footage on the Lumix FT1 (RRP $659 ) that is being admired by two paramedics sent to rescue a hiker who has filmed the images.

“The breathtaking vistas of the high mountains and remote wilderness of the Mount Aspiring National Park, captured in high definition straight from the FT1, show how the Lumix FT1 makes no compromises when it comes to delivering amazing images in the most rugged of situations.” Said Matt Mannall, marketing executive, Panasonic.