Polaroid Ad Campaign: The Camera for an Analog Life
A marketing campaign titled "The Camera for an Analog Life" was launched to promote Polaroid’s newest camera, Flip. It addresses the digital overload we are all exposed to and a counteract to it, especially smartphones and AI, and I’m here for it.
The campaign was developed by Polaroid Creative Studio, led by Patricia Varella (Creative Director), Dovile Banyte (Brand Strategist) and Robert Schreuders (Brand Manager).
It includes lines like:
“No one on their deathbed ever said: I wish I’d spent more time on my phone.”
”Remember that night we spent on our phones? Me neither.
“Real stories. Not stories & reels.”
The outdoor campaigns are placed in high-traffic areas like JFK Airport, city centres, and next to Apple Stores and Google offices in New York City and London.
”By deliberately placing billboards and fly posters next to spaces synonymous with tech culture, the brand created a striking juxtaposition, prompting passersby to pause and reconsider their relationship with the digital world.”
In addition to targeted digital ads aimed at Gen Z, there are organised phone-free walking tours in Paris and Tokyo, with the final leg happening in London on August 19th. ”The experience invites people to lock away their phone and spend one hour exploring their cities using the new Polaroid Flip. Each tour ends with the chance to mail one of a print as a postcard, creating a real connection in a digital world.”
I doubt this campaign will extend to the UAE or anywhere else in this region, and considering the usage of AI in the creation of recent ad campaigns, it is refreshing to see a campaign that is pushing back against all of this and remaining the importance of “humanness”.
We are analog creatures, built to connect through our senses but the more we lose ourselves in digital algorithms, the more we drift away from empathy and real connection. There is something magical in a Polaroid picture. It captures the humanness in all of us, wrinkles and all, and reminds us that the best of life happens in the real, physical world. — Patricia Varella, Brand and Creative Director at Polaroid
Here’s a selection of photos included in this campaign.
Since the campaign doesn’t include an image of the actual camera, here’s some information about it:
Polaroid Flip builds on decades of innovation - from the Polaroid Swinger’s intuitive scene analysis in 1965, to the SX-70’s pioneering Sonar autofocus in 1978, and the 600 series' legacy of form and function. Its 4-lens system takes cues from both the Sun 660 and the advanced optical design of the I-2, while the built-in flash nods to the power and simplicity of the OneStep Flash.
Flip takes inspiration from these milestones - not just in features, but in feel. Its silhouette echoes the shape of the 600 series, reimagined for today.
With a fast autofocus, a powerful flash, and a multi-lens system, Flip brings the best of our legacy into a camera made for now.
Engineered to feel good in your hands and even better in use - so you can flip, point, and shoot in seconds.
Polaroid Swinger_Inspired the scene analysis / Polaroid SX–70_Inspired the Sonar autofocus / Polaroid Sun 660_Inspired the 4-lens system / Polaroid One Step Flash_Inspired the Powerful flash / Polaroid I-2_Inspired the 4-lens system