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.
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.