hahahaha! i've seen the likes of those guys during the super moon in march. they did look like they were going to a battle with all their gears. and i was a bit embarrassed looking like a dork carrying two cameras and my tripod! good one, BA!
there are some very creative people in the world of advertising and this is a fine example of that... very funny (though I do wonder how many of my non-camera friends would enjoy it as much)
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http://www.youtube.com/watch?v=awq90APEVgw&feature=player_embedded