Fujifilm reveals “the truth” about GFX 100S leaks in this brilliant ad

Plenty of Fujifilm gear has leaked over the years: from instant cameras to medium format. Most recently, we saw the now announced GFX 100S appear online – but did it really leak? In this brilliant and hilarious ad, Fuji tells us “the truth” about how the company’s latest medium format camera got to leak days ahead of the announcement.

Fujifilm US posted the ad to its Instagram, and I must admit that it made my day. It shows that the powerful 102-megapixel camera is made to be so compact, which is pretty impressive. It also mentions the $5,999 price, which is pretty reasonable for a little beast like this. The ad itself is packed with humor, lots of tension, and a hilarious plot twist that made me chuckle. And it concludes that some rumors are true – which we confirmed when the GFX 100S was announced.