Humor and Sarcasm

Product Announcement: Lensrentals Looney

Published September 18, 2012

Not to be left out of the spirit of Photokina, Lensrentals today announced it’s first new camera design: the Lensrentals Looney.

Based on a Sony NEX-7, the Looney specs a 24.3 megapixel APS-C sensor, an ISO range of 100-16000, 0.02 second shutter lag, a 3-inch LCD screen, a built-in EVF, 25 AF points, Sony E and A mount compatibility, and 10fps continuous shooting.

The camera’s name and look pay homage to the fact that Lensrentals’ staff howl at the moon. The Italian design (Cicala is Italian, sort of) features handgrips made of real fake leather, and precious carbon polymer gems on various switches and knobs, and a unique lens cap made from the finest recycled wood fibers and hand embossed by a member of the staff.

The Looney is basically a whole series of cameras made to order with different styles and materials. We have some fake green and black leather; yellow, green and blue gemstones, and some gold glitter left over from Drew’s sceptor.

Here is your chance to own a unique camera that you won’t see at every soccer game. Compared to many recent releases, the Looney is a bargain at only, oh, let’s say $4,500. $4,500 sounds good, doesn’t it?

Author: Roger Cicala

I’m Roger and I am the founder of Hailed as one of the optic nerds here, I enjoy shooting collimated light through 30X microscope objectives in my spare time. When I do take real pictures I like using something different: a Medium format, or Pentax K1, or a Sony RX1R.

Posted in Humor and Sarcasm
  • none

    $4,500 sounds good but $45,000 sounds better.

  • intrnst

    Roger, bull’s eye again!
    But I have to ask if Lee’s message had some trigger effect in all this?

    Thanks for all the fun. Keep writing.
    All the best.

  • Darren

    I love this mock-up! Could have mounted it to a big lump of wood battery pack tho 🙂

  • obican

    I’m thinking about buying one of these or the Hasselblad version and put some Leica glass on it. I’ve heard it’s much cheaper than buying a Leica Body.

  • =)

  • Hixo

    does every unit comes with a thumbmark? maybe its the reason why its costs too much…

  • Reilly Diefenbach

    Mitt’s on line one, says he’ll take two!

  • Dennis

    You should rent this.

  • Ben Wronkmore

    I have the first third party add on …

    Custom Bling; Multi color dial jewels and personalized thumb prints.

    We are proud to offer limited edition sets of $1,000 jewel encrusted dials along with our special limited time offer of celebrity thumb prints for your new screen. Just send $8,000 cash and you’ll get a fantastic selection of thumb prints, sourced exclusively by us from the very best suppliers ready for you to apply to the screen in any combination you like. Just think how classy your hugely overpriced compact camera will now look with our thumb prints and dial jewels added.

  • Patrick


  • OMG _ ROFLOL!!!!!!! This is the best thing I’ve read coming out of, er, Photokina-ish all week!! Thank you! It’s awesome! I love your sense of humor. This is hilarious!! My favorite feature – the precious carbon polymer gems.

  • Dweeb

    I sure hope the left focusing point works right. Can rentals guarantee that? And is it shiny?

  • Richard Davidson

    Great idea, I would like my model to have a hand grip in hyde of the unborn nagga.

  • Forensics checked the finger print. They say it belongs to a guy named Victor.


    And as for “H” themselves; groupthink at it finest moment!

  • Romano

    Great! What about an LR-lux 7 ;-)? Maybe a little more affordable…
    Thanks, I needed a good laugh!

  • Rob

    Please replace the 5dIII I have coming this weekend with one of those thank you!

  • zozkovacs

    Brilliant! You are the best!

  • Michael

    fingerprints (Cicala!) is the signature

    NEX in drag?

  • Maybe Habbelsad can come up with a “luxury” K-01. (No, that’s silly, no one would have a K-01 lying around to work with.)

  • All I am interested in is the Cream Cheese version if there are any left ?

  • Roger Cicala


    Sunbathing and singing without working . . . . now I see where my name originated 🙂

  • Renzo

    The Moral of the Story: The Cicada and the Ant by Jean de La Fontaine.

    Cicala is italian for “cicada” ant hints to spending the summer sunbathing and singing without working.

  • Jack

    Was it at Photokina? No? Maybe next year?
    Why not to call it BloodyHassel. The accessories should include: a hot-shoe mounted 36” plasma monitor (for precise focusing), and a thumb rest. Add the Apohorrid lenses lineup and we instantly have a game changer.

  • Lizbeth

    Meat was mentioned earlier – how about a handgrip wrapped in prosciutto?

  • Friktus

    jokess 🙂 love it ahaha get a grip !!

  • piero ds

    How come it’s not numbered? Is it not limited edition?

  • Richard Franiec will go bankrupt if you continue to make such wonderful grips.

  • Nick

    I hope that the sunshine sealing is one-way, as nothing should prevent the sun from shining *out* of this camera’s tripod mount.

  • cosinaphile

    brilliant sendup of that vomitus farrago of a camera hassy has destroyed its reputation with …..

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