Vintage camera ad explains there high prices

Most brands hide from the fact that their product costs more. Hasselblad did the opposite. Their ad literally starts with the question every prospect was already thinking: “Why does it cost more?”

Turning Price Into Proof

Instead of apologizing for the high price, the ad explains it: craftsmanship, precision engineering, long-term durability, and better results for pros who rely on them. By the end, the higher price feels like a smart investment, not a luxury splurge.

Why It Works

• Tackles pricing objections head-on
• Turns weaknesses (price) into strengths (quality)
• Educates instead of persuades
• Speaks directly to professionals’ pain points
• Uses specific details that make the claim believable

Examples

• Apple’s “It just works” positioning for premium pricing
• Dyson ads explaining the tech behind a $500 vacuum
• Patagonia justifying higher prices with ethical sourcing
• Peloton’s early messaging about studio-quality rides at home