Polaroid
“Check your looks. Instant images - Polaroid”
Agency: Santa Clara, São Paulo, Brazil
Creative Director: Fernando Campos
Art Director: Kika Botto
Copywriter: Mariana Borga
Photographer: Geison Genga
I usually show ads that do work here at The Ad Mad!, but today I wanted to get this one into discussion, even if it does not work in my opinion.
Replacing mirrors in public bathrooms with Polaroid cameras might seem a nice idea at first thought. But don’t you think it is a way too expensive campaign considering its reach and durability? I mean, I’m not sure how many pics can a Polaroid take before it’s gotta be replaced, but each person will not take only one pic! Come on, I know I would take a few 
Second: nowadays there’s nothing more instant than digital pics, and many people own cell phones with built-in cameras, so, is the this the way to show it’s worth buying a Polaroid cam? I don’t think so.
What are your thoughts on this one?
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Posted by The Ad Mad on March 20th, 2007,
on Creative Advertising.
May 18th, 2007 at 7:21 am
I think it’s the novelty factor that Polaroid are going for here more than anything else and this stunt would have certainly got them noticed. Would it have sold more cameras, I don’t know, but holding a print in your hand is still much nicer than looking at it on your phone. Technology is great, but so is a little bit of nostalgia and that’s what polaroid brings. At least, I think so.
July 19th, 2007 at 3:37 pm
I think for Polaroid to be giving its product away like that is a sure sign of desperation. I understand trying to reverse the effects of a shrinking market, but they’ll have to come up with something significally better than handing in a snapsot at a public bathroom.
I am still amazed that someone like Sony didn’t use a tag line like “we took the negatives out of photography” when intoducing digital - I do feel for Polaroid though… they were sort of cool in their time… in a Betamax kind of way…
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