Instant camera brand Polaroid’s latest campaign for its new ‘Flip’ camera takes digital photography head on. ‘The Camera for an Analog Life’ features OOH ads across New York city that extoll the virtues of actual photos vs. social media and smart phone pictures. Polaroid doesn’t have much of a choice but to fight smart phones, as its ‘Flip’ camera weighs 1.4lbs and wouldn’t fit in any pockets. However, while the campaign taps into both nostalgia, similar to Kodak’s unlikely resurgence, and a desire for a less connected life, does the brand fall into the trap of ‘or’ instead of ‘and’?
Anti-smartphone and social media campaigns run a risk of tapping into angst around these devices, without recognizing that many consumers still begrudgingly use both. In positioning the Polaroid as an alternative to our more convenient phones, it may pick a fight it can’t win – generating head nods with its copy over sales and camera swaps. Would carving out a specific occasion vs. smart phones have been more probable vs. going for it all?
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