JoyCam Positioned as Social Tool

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.