Olympus UK has been doing something we found quite interesting. How do you promote a new class of camera to a mainstream audience without confusing them with talk of mirrors and sensor sizes? Its solution appears to be to not talk about cameras at all - instead it's got Kevin Spacey to talk about pictures and memories.

There's something of a split in the office about how pretentious the results are, but we thought they were interesting.

You can see what else Kevin has to say about the PEN by click on the 'Videos' tab at the top left of the player (once you've pressed play to activate it).