Nikon accidentally included one of its competitors' products – a Fujifilm camera – in an ad meant to honour its own legacy as a company.
This poster ad, spotted in the U.K. by photographer David McDonald, doesn't even show an old camera either – it appears to be a Fujifilm x100 with the branding digitally removed.
That camera came out in 2011.
Hilarious promo poster from Nikon, you photo nerds will all get it! pic.twitter.com/hzPhD4slkN— @davymac
McDonald saw the poster in Camera/Opticians in Belfast, Northern Ireland, according to Peta Pixel.
As another photographer, David Hobby, later discovered, the image comes from a Shutterstock stock photo called "set of cool stuff on a wooden background."
The original photo not only includes a de-branded camera and glasses, but a pair of brown shoes that didn't make it into the Nikon ad.
Oh, snap: pic.twitter.com/rWGM3sdNYj— @strobist
"I see an advertising director, furiously updating his/her LinkedIn," wrote Hobby, a photographer based in Maryland.
If you want an idea of what an actual Nikon ad might look like, had the person crafting it double-checked the camera model, here's one Twitter user's rendition.
This photo has a Nikon F3, which first came out in 1980. The F-line of cameras was first introduced in 1959, and was Nikon's first attempt at making an SLR camera.
Nikon made another advertising screw-up back in 2012 when a promotional video used footage without permission, and didn't even use a Nikon camera. The video, which was screened to launch the D800 camera in Bangkok, showed footage from a Canon 5D Mark II.
The photographer, Terje Sørgjerd, was actually sponsored by Canon at the time, according to Peta Pixel.