Consumers should not settle for good enough, when they can have great.
The idea behind ‘Bring It’ is to encourage people to strive to not only take better pictures and videos, but to take their cameras wherever they go, allowing them to tell their unique visual stories -stories that will stand out from the crowd and last a lifetime
Apparently, just great is not good enough to have the hassle what carrying/paying for the extra brings.
I'd have preferred this campaign money put into R&D instead - excellence (not just greatness) is what attracts by itself. Do it for real.