A 16mm motion picture film featuring a television commercial for Kodak camera film in 1962.

The commercial features a family on holiday in Tasmania, and the catch phrase 'Picture It Now', repeated throughout. The underlying premise of the commercial is that viewers can enjoy holidays much more if they take pictures, and use Kodak film. The commercial was produced in 1962 for Berry Currie Advertising (Vic), who were commissioned by Kodak Australasia.

In the commercial, the family is travelling by 'SeaRoad' to Tasmania, taking a ferry and then driving a Volkswagon car to tour around in.

This film is part of the Kodak collection of products, promotional materials, photographs and working life artefacts collected from Kodak Australasia in 2005, when the Melbourne manufacturing plant at Coburg closed down.

Kodak manufactured and distributed a wide range of photographic products to Australasia, such as film, paper, chemicals, cameras and miscellaneous equipment. Its client base included amateur and professional photographers, as well as specialist medical and graphic art professionals who used photography, x-ray and other imaging techniques.

Description of Content

Television advertisement for Kodak film. It features a family getting on a boat to Tasmania and driving through the countryside. They take photographs throughout and review their snapshots at the end. Music and a male voice over narration are heard throughout.

Physical Description

16mm cellulose acetate motion picture film; Black and White; Television commercial (TVC); Optical sound; 1962

More Information

  • Collection Names

    Kodak Heritage Collection

  • Collecting Areas

    Images & Image Making, Working Life & Trades

  • Acquisition Information

    Donation from Kodak (Australasia) Pty Ltd, Ms. Kate Metcalf - Kodak (Australasia) Pty Ltd, 2005

  • Acknowledgement

    Courtesy of Kodak (Australasia) Pty Ltd.

  • Organisation Depicted

    Kodak (Australasia) Pty Ltd, 173 - 199 Elizabeth Street, Coburg, Greater Melbourne, Victoria, Australia, 1962

  • Agent

    Berry Currie Advertising (VIC.) Pty Ltd, 252 Collins Street, Melbourne, Greater Melbourne, Victoria, Australia, 1962

  • Recording Details

    Commercial TV, 00:01:37 HH:MM:SS, Excellent, 16MM cellulose acetate motion picture film; 30 feet; B&W; Television commercial (TVC); Optical sound; 1962;

  • Content Summary

    1, 00:00:05 HH:MM:SS, Leader countdown and intertitle.,2, 00:00:23 HH:MM:SS, Tourist map on table. Music starts and tickets are handed across the table. Voice over commences: "He remembers the tickets.",3, 00:00:26 HH:MM:SS, Two packs of Kodak film on a table. Woman's hand picks them up. Voice over: "And she remembers the film". Swipe transition right to left.,4, 00:00:28 HH:MM:SS, Close up and zoom in to 'Overnight to Tasmania' boat brochure.,5, 00:00:31 HH:MM:SS, Mother, father and son on deck of ship preparing for a photograph. Voice over: "They enjoy a real double holiday by taking it all back with them on colour and black and white film",6, 00:00:37 HH:MM:SS, Shot of mother and son posing. Shutter noise clicks, frame freezes and a white square is superimposed around them.,7, 00:00:39 HH:MM:SS, Aerial shot of ship at sea.,8, 00:00:42 HH:MM:SS, Crossfade to car driving off ferry. Voice over: "You can take your fun home to enjoy again later.",9, 00:00:45 HH:MM:SS, Car driving along country road. It pulls up to reveal mother in car looking out at the view. Voice over: "IF you take pictures",10, 00:00:50 HH:MM:SS, Country house.,11, 00:00:51 HH:MM:SS, Woman in car faces out the car window with a Kodak camera and presses the exposure lever. Voice over: "So, picture it NOW",12, 00:00:54 HH:MM:SS, Shutter click sound effect. Country house with square white frame superimposed around it.,13, 00:00:55 HH:MM:SS, Family outside of car pointing at the view. Father takes camera and aims.,14, 00:00:58 HH:MM:SS, Low angle of church spire and pine tree. A white square frame appears around the church tower with a shutter click sound effect, then disappears.,15, 00:00:59 HH:MM:SS, View over ruins.,16, 00:01:02 HH:MM:SS, Low angle of tower through archway. A white square frame appears around the tower with a shutter click sound effect, then disappears.,17, 00:01:03 HH:MM:SS, View of country house through crumbling wall. A white square frame appears around the house with a shutter click sound effect, then disappears.,18, 00:01:05 HH:MM:SS, Car driving along country road. Voice over: "Picture it now and...",19, 00:01:10 HH:MM:SS, Boy with camera smiles and aims. Voice over: "...enjoy it again and again...",20, 00:01:12 HH:MM:SS, Mother and father on picnic rug. A white square frame appears around them with a shutter click sound effect, then disappears. Voice over: "It's easy",21, 00:01:14 HH:MM:SS, Hand flicking through snapshots. Voice over: "Just remember to take your camera and plenty of Kodak film; black and white, or colour".,22, 00:01:19 HH:MM:SS, Crossfade to box of Kodak film under spotlight against neutral backdrop.Voice over: "There's a size to fit YOUR camera at your chemist, photo store or Kodak dealer",23, 00:01:29 HH:MM:SS, End leader.

  • Format

    Moving Film, 16 mm, Black and White

  • Language


  • Classification

    Manufacturing & industry, Photographic products, Promotional materials

  • Category

    History & Technology

  • Discipline


  • Type of item


  • Keywords

    Photography, Manufacturing, Advertising, Motion Picture Films, Photographic Film, Television Production