- Kenneth Hein

Kodak this week hits the airwaves with its first brand campaign since 2005.
 
Beginning Oct. 31, the imaging giant will tell consumers "It's time to smile" through a series of TV and Web ads. The campaign aims to focus on the moments and relationships that define folks' lives.
 
The effort is a direct result of the "Future of Reconnectivity" report commissioned by the Eastman Kodak Co. The study looked at the role digital imaging played across five countries. It found that amid the tough times many have experienced, people have a common desire to reconnect with loved ones, in part by sharing photos.
 
Kodak's first activation based on this report was its "Bright Side Tour" featuring "The Compliment Guys." Two Purdue University students, who had built an online following by sharing compliments, began spreading the "It's time to smile" message in July.
 
Kodak continued to leverage the Web by launching its Konga Line photo album and Smile Meter applications on Facebook. It also created Smile Maker photo-sharing iPhone app.
 
The first TV ad, "Little Moments," focuses on its personalized Kodak Gallery photo books. Ogilvy is the agency.
 
"The Kodak brand has always been about human connections and capturing and sharing important moments," said Leslie Dance, vice president, worldwide brand marketing at Kodak. "'It's time to smile' represents our commitment to helping our consumers strengthen their relationships and make it easier to share moments and memories with family and friends."
 
Kodak spent $15 million in media for the first eight months of the year, per Nielsen. Last year, it spent $19.1 million. Comparatively, in 2005 it doled out $90.4 million.