Magazine article ADWEEK

Polaroid Sets Ad Blitz Behind B-to-B Products: Integrated Campaign from Connelly Partners/CGN Aims at Wide Audience. (Regional News)

Magazine article ADWEEK

Polaroid Sets Ad Blitz Behind B-to-B Products: Integrated Campaign from Connelly Partners/CGN Aims at Wide Audience. (Regional News)

Article excerpt

BOSTON Polaroid is introducing a slew of business-to-business products with a print, direct mail and Web campaign from independent shop Connelly Partners/CGN.

The effort uses minimal copy and mild humor in about a dozen print executions.

One series of ads promotes the launch of Polaroid's T690 instant film to professional photographers. In one execution, a cat gazes hungrily at a Polaroid photograph of a caged bird. Another ad shows a woman's feet climbing onto a chair to "escape" a Polaroid of a tarantula. The headline on both ads is, "For lifelike proofing," which is intended to underscore the film's "sharp, bright, realistic colors."

Several other ads tout the company's Macro 5 camera to professionals with high-resolution imaging needs. One execution aimed at dentists shows two Polaroid photos clipped to a patient folder. Both show a set of teeth, one much more vibrant than the other. "Instant images so realistic, you may find yourself handling them with latex gloves," the copy reads.

The ads are running in Dental Equipment and Materials, Day Spa and American Spa, among others.

Another ad targeting beauty-industry professionals shows a portrait of a woman's face, with one eye highlighted in a Polaroid shot. Text reads, "With every picture, your clients look closer to the age they tell people they are."

Though each ad conveys a different message, the campaign's overall goal is to promote Polaroid as the most reliable solution in the b-to-b sector. …

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