What a fantastic advert! The late 1960s and early 1970s were the salad days of the Japanese fish-eye lens with Nikon notably launching their classic 8mm f2.8 (non-mirror up) lens in 1970. Perhaps this photographer had an early example - or perhaps he or she was using an earlier version and frantically messing with the mirror lock.
As some blathering idiot once wrote in one of those dreary amateur photography magazines: “with a fish-eye lens you can view the earth from space standing right where you already are”. Jack Schmitt and the rest of the crew of Apollo 17 may disagree.