TIps for photographing gear for ads?

Everything said previously is spot on. Don't use the digital portion of your zoom however.

This is a question for Marco, Photographer Extrordinaire .

Apart from ways to capture the model itself, adding something else, like a green houseplant or small antique, creates visual interest. Background choice helps too. For example, placing the model on a grainy wooden table or oriental carpet can help your pic stand out. If you need to go outdoors for the best light spreading a drape, like your favorite leather jacket, can hide distracting elements like peeling paint or broken concrete.

Marco is probably too busy playing in his sandbox, that or Diesel ate his C-stand so he couldn't be of any help even if he wanted to. Besides we got Badass Albert Porter The Texas Shooter here!

After you've taken your digital photos, e-mail 'em to me and I'll practice my dark arts on them and manipulate the photos so your Rega Planet looks like an Audiomeca Mephisto.

Nothing like a little fraud to spice up an ad!

Try bounce light off the wall or ceiling. I would usually shoot on tripod without the flash.
There is always photoshop 8
Add soft filter to the background to make the item more standout.
Aside from that, you can also add "fill lights" in the digital dark room.