POLAROID ADVERTISING PUSH TARGETS YOUNGER CONSUMERS

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Polaroid Corp. this week begins seeking younger consumers with new TV ads from Goodby, Silverstein & Partners, San Francisco.

The campaign continues the "See What Develops" branding theme begun in 1996.

Also, Polaroid will put an estimated $10 million of its $40 million budget for 1998 into print ads supporting a faster-developing instant film, called AfterImage, and a new b&w film. Print work breaks in April issues of magazines.

The TV commercials take a new approach to the ongoing campaign, with a mock-documentary tone about human behavior.

NEEDLESS `HELP'

One spot spoofs the needless rituals people go through to "help" develop instant photos, such as shaking and blowing on them.

"The ads . . . try to show that Polaroid has this life about itself that no other camera has," said Rich Silverstein, co-chairman and co-creative director at the agency.

Mr. Silverstein said the idea was to spoof a National Geographic TV program.

AfterImage film has a matte finish and is smudge- and fingerprint-resistant, and it can be written on with pen, pencil and markers.

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