The series of images serves to remind people of the limitations of smartphone cameras

Lens & Shutter, a small camera chain store in Canada, released advertisements that spoof Apple's iPhone Campaign Ads. Apple's well-known iPhone ad campaign centering around the theme, “Shot on iPhone 6,” consist of beautiful and heart-warming photos that show the capabilities of the smartphone's camera. Lens & Shutter makes fun of this idea through ads that show how smartphones cannot compare to the capabilities of advanced cameras such as DSLRs.

Ad agency Rethink was the brains behind the campaign. Each released picture contains an image with problems that smartphone users are all too familiar with. Some images are blurry, fingers somehow get caught in the shot (during life's most important moments, no less), lighting is terrible and so on and so forth.

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