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In Nikon’s new TV commercial, a couple hundred residents of Georgetown, SC, are given a Nikon D40 digital SLR, and then instructed to shoot images of their friends, family, and hometown. It’s an effective ad: catchy, to the point, and appealing with that elusive Middle American demographic, thanks to its plentiful images of children, sound of southern accents, and overall impression of the ease of DSLR picture taking. And there will be more ads like it—Georgetown is Nikon’s first stop on a “Picturetown” tour with this entry-level DSLR.

The commercial was shot by HSI Productions, a company out of L.A. that’s known for their much more edgy work, like Justin Timberlake’s “What Goes Around” video. Its warm, punchy look helps contribute to the feeling that you’re actually looking at a picture being taken by the D40.