Polaroid's global ads get daily exposures

Beardi, Cara
October 1999
Advertising Age;10/11/1999, Vol. 70 Issue 42, p3
Trade Publication
The article reports that Polaroid Corp. pushes its I-Zone Instant Pocket Camera into new time zones with a global ad campaign that debut first in the U.S. as of October 11, 1999. To broaden its user base to Internet-savvy kids and teens, Polaroid will make its new I-Zone the centerpiece of its new effort. In the U.S., Polaroid spent $28 million in the first half of this year, close to its entire $34 million budget in '98, according to Competitive Media Reporting. The JoyCam spot, from Goodby, Silverstein & Partners, San Francisco, shows young people snapping pictures in active settings such as food fights and dance parties, ending with the slogan: Whatever brings you joy.


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