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JoyCam Positioned as Social Tool

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Leo Burnett attempts to increase the appeal of Polaroid's JoyCam among consumers in their 20s with ads that show intentionally unflattering photographs of people caught in the instant camera's flash.

"It isn't the most attractive picture, but we thought that would be intriguing" to the target, said Amy Haddad, vice president and creative director at the Chicago agency. "It's not often that you see an ad that doesn't have a perfectly appealing photo with it."

The JoyCam campaign is themed, "It only comes out at night," and plays up Polaroid's overall positioning as a "social lubricant," Haddad said.

"They interact at night, so it seemed like a natural fit for them," Haddad said.

The campaign is the third from Burnett since it won Polaroid's $150 million global account last year.

The JoyCam campaign is currently running in the U.K., Canada and four European markets. It is expected to roll out into additional markets throughout the year, Haddad said.

Billings were not disclosed, but Polaroid spent nearly $20 million on a TV campaign for JoyCam last year, per Competitive Media Reporting.