Robbie Williams in Nikon advert

Nikon's Coolpix range of cameras has a new promotional face - pop star Robbie Williams.

The singer appears in the new I Am Nikon advertisements, wherein he turns his camera to take snaps of the audience while performing on stage.

The catchline spoken by the star for the television advert is: 'I am alive'.

The new camera range is aimed at familiarising a wider audience of amateur photographers with professional photo techniques.

Birgitta Olson, Nikon's marketing manager, said: "By using real people in real situations – regardless of photography experience, ethnicity, circumstances or geography – we hope to remind our audience that they are at the heart of the image."

The advertisement series is set to premiere over Easter weekend.

The Nikon Coolpix camera range offers a variety from the lightweight and colourful S4000 to the top-of-the-range P100 with 26x zoom and high-definition video recording.

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