Poloraid Promotes OneStep

NEW YORK Polaroid is officially launching a new campaign for OneStep instant camera this week with a TV spot from Leo Burnett.

The push by the Waltham, Mass., client attempts to link the camera with “social snappers,” defined as users who have many friends, are predominantly women and often are young moms with kids.

TV from the Chicago shop, features swing music and shows instant photographs that appear to transcend their two dimensions. A photo of a bullseye, for example, is modified with a real dart, while a photo of a statue sports pigeon droppings.