Two advertisements for Polaroid have recently appeared on British television screens, part of a Europewide campaign to revive lagging sales. The UK budget is in the region of pounds 2m. Sales are already registering an upturn.

The client: Polaroid Tim Palmer, European marketing director

"Our past decade of advertising was based on the premise that people understood the social things about Polaroid. The new campaign is re-addressing that. The ads will probably run throughout the year, on ITV and Channel 4. We're targeting people as they are getting ready to go out and have fun, so they will air mainly between 6pm and 9pm, Thursday, Friday and Saturday, but also in different slots which have the right personality, like The Big Breakfast. The campaign wouldn't work in the press because it's too emotional and startling."

The agency: Bartle Bogle Hegarty

Cindy Gallop, board account director

"Research found that Polaroid was seen as a product whose time had passed, like a Rubik cube. People were actually embarrassed to be seen as a Polaroid user. In focus groups, getting people to own up to having one was like getting them to admit to a sexually transmitted disease.

"We got staff to go out at the weekend to a social event with one, to gauge people's reactions. One of our staff was horrified, and said she couldn't possibly take one to a party and not tell everyone that it was for work. We had to make it socially acceptable and aspirational again.

"People behave differently in front of a Polaroid; they don't freeze, as they do with a conventional camera. They act wild and fool about. There's a social metamorphosis.

"We went back to Polaroid and explained: Polaroid is not a camera - it's used as a social lubricant, like alcohol. You must position yourself not against other cameras but other social lubricants, like Smirnoff.

"So we came up with the slogan 'Live for the Moment', which has a double meaning. Yes, you get your photo instantly, but, more importantly, Polaroid is for people who live for the moment - confident people who live for risk, who get wild.

"It was crucial to target younger people. That way, you don't exclude anyone because older people will always aspire to something that is hip for the young.

"In the rock star ad, a girl in a screaming crowd at a rock concert can get the attention of the star by taking a picture of herself and throwing it to him. She's the only one who can make the connection with him - because of her Polaroid.

"The second ad is in a chemist's shop. A young man staggers in, early morning, so ill he can't speak; the only way he can get his plight across is to show Polaroids of the night before. As the assistant behind the counter looks at the shots, you get bursts of loud music and the pharmacist 'gets the picture' and understands what he needs.

"The key thing is that you never actually see what's on the Polaroids. You just see the reactions. There's nothing more alienating than other people's pleasure. It's like being in a pub and seeing a rowdy group, drunk, having a whale of a time, but you're stone cold sober, so to you they look like idiots. We wanted to conjure up fun, but leave it to every individual's imagination. That will always be more extreme and more powerful than anything we could show.

"Similarly, the ads are not vivid or brightly coloured at all because we are asking people to reassess the brand completely. Cameras are traditionally advertised using vivid colours, but we are not selling a camera any more. Polaroid is about excitement, adrenalin, risk."


Life and Style
A teenager boy wakes up.
Life and Style
It is believed that historically rising rates of alcohol consumption have contributed to the increase
food + drink
The erotic novel Fifty Shades of Grey has already been blamed for a rise in the number of callouts to the fire brigade for people trapped in handcuffs
voicesJustine Elyot: Since Fifty Shades there's no need to be secretive about it — everyone's at it
Arts and Entertainment
Critics say Kipling showed loathing for India's primitive villagers in The Jungle Book
filmChristopher Walken, Bill Murray, Scarlett Johanssen Idris Elba, Andy Serkis, Benedict Cumberbatch, Cate Blanchett and Christian Bale
Have you tried new the Independent Digital Edition apps?
ebooksAn unforgettable anthology of contemporary reportage
Life and Style
Playing to win: for Tanith Carey, pictured with Lily, right, and Clio, even simple games had to have an educational purpose
lifeTanith Carey explains what made her take her foot off the gas
Arts and Entertainment
The White Sails Hospital and Spa is to be built in the new Tunisia Economic City.
architectureRussian billionaire designs boat-shaped hospital for new Dubai-style Tunisia Economic City
Arts and Entertainment
You could be in the Glastonbury crowd next summer if you follow our tips for bagging tickets this week
Life and Style
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs Media

Web Analytics Manager / Optimisation Manager

£50 - 60k (DOE): Guru Careers: A Web Analytics Manager / Optimisation Manager ...

Graduate Sales Executive

Up to £24k + Commission: Sphere Digital Recruitment: Premium Ad Verification C...

Agency Sales /Senior Sales Manager

£40,000 - £65,000 + commission : Sphere Digital Recruitment: Great opportunity...

Marketing Manager

£26 - 32k: Guru Careers: A Marketing Manager is needed to join a unique and ex...

Day In a Page

Isis is an hour from Baghdad, the Iraq army has little chance against it, and air strikes won't help

Isis an hour away from Baghdad -

and with no sign of Iraq army being able to make a successful counter-attack
Turner Prize 2014 is frustratingly timid

Turner Prize 2014 is frustratingly timid

The exhibition nods to rich and potentially brilliant ideas, but steps back
Last chance to see: Half the world’s animals have disappeared over the last 40 years

Last chance to see...

The Earth’s animal wildlife population has halved in 40 years
So here's why teenagers are always grumpy - and it's not what you think

Truth behind teens' grumpiness

Early school hours mess with their biological clocks
Why can no one stop hackers putting celebrities' private photos online?

Hacked photos: the third wave

Why can no one stop hackers putting celebrities' private photos online?
Royal Ballet star dubbed 'Charlize Theron in pointe shoes' takes on Manon

Homegrown ballerina is on the rise

Royal Ballet star Melissa Hamilton is about to tackle the role of Manon
Education, eduction, education? Our growing fascination with what really goes on in school

Education, education, education

TV documentaries filmed in classrooms are now a genre in their own right
It’s reasonable to negotiate with the likes of Isis, so why don’t we do it and save lives?

It’s perfectly reasonable to negotiate with villains like Isis

So why don’t we do it and save some lives?
This man just ran a marathon in under 2 hours 3 minutes. Is a 2-hour race in sight?

Is a sub-2-hour race now within sight?

Dennis Kimetto breaks marathon record
We shall not be moved, say Stratford's single parents fighting eviction

Inside the E15 'occupation'

We shall not be moved, say Stratford single parents
Air strikes alone will fail to stop Isis

Air strikes alone will fail to stop Isis

Talks between all touched by the crisis in Syria and Iraq can achieve as much as the Tornadoes, says Patrick Cockburn
Nadhim Zahawi: From a refugee on welfare to the heart of No 10

Nadhim Zahawi: From a refugee on welfare to the heart of No 10

The Tory MP speaks for the first time about the devastating effect of his father's bankruptcy
Witches: A history of misogyny

Witches: A history of misogyny

The sexist abuse that haunts modern life is nothing new: women have been 'trolled' in art for 500 years
Shona Rhimes interview: Meet the most powerful woman in US television

Meet the most powerful woman in US television

Writer and producer of shows like Grey's Anatomy, Shonda Rhimes now has her own evening of primetime TV – but she’s taking it in her stride
'Before They Pass Away': Endangered communities photographed 'like Kate Moss'

Endangered communities photographed 'like Kate Moss'

Jimmy Nelson travelled the world to photograph 35 threatened tribes in an unashamedly glamorous style