POLAROID PUSHING NEW CAMERAS, FILM AND 12:01 PROMOTION IN TV SPOTS
By Adnews Staff
Polaroid Corporation of Cambridge, MA is promoting its new JoyCam low-cost camera, its Polaroid I-Zone instant pocket camera, which creates mini photo stickers, and its 12:01 consumer promotion for the holidays with a series of new television commercials. The spots, created by Goodby, Silverstein & Partners of San Francisco, will be seen during prime-time shows such as Buffy the Vampire Slayer, Dawson's Creek, Ally McBeal and Dharma & Greg, as well as on the MTV and VH1 networks and The Comedy Channel until the end of the year. The seven new commercials target teens and young adults in scenarios ranging from eccentric to energetic. In the fourth quarter of this year Polaroid will launch its 12:01 promotion, which will include rebates and in-pack value-adds designed to encourage customers to stock up on Polaroid film for New Year's Eve. The 30-second spot, called "New Year's Kiss", reminds viewers that they will not forget who they kissed New Year's 1999 if they capture it instantly with a Polaroid camera. The "New Year's Kiss" spot begins airing December 6.