POLAROID TESTS U.S. CAMPAIGN IN CANADA
By Adnews Staff
Polaroid Canada began testing a U.S. TV campaign in Calgary and Edmonton last week. The four commercials were created by Goodby, Silverstein & Partners of San Francisco, while BBDO Canada of Toronto did the media buy. The ads use the tag line "See what develops." If the campaign is successful, Polaroid will run it nationally in the fall. The spots began airing in the U.S. in March. Also last week, Polaroid started re-running its TV campaign from last year in the rest of Canada. This consists of five commercials created by BBDO, all of which use the tagline "Right before your eyes." Polaroid is still deciding whether it will keep BBDO in Canada after a U.S. agency review is completed, or use the Canadian affiliate of the winning U.S. shop. Polaroid is supposed select a U.S. agency in June. Goodby, Silverstein & Partners took on the account last fall on an interim basis.