Does Euro RSCG MVBMS Partners know what it's getting into by teaming Polaroid with OutKast?
When Wesley Clark invoked the band during his run for president—telling audiences, "I don't know much about hip-hop, but I do know OutKast can make you shake it like a Polaroid picture"—he came across as lame, and probably didn't know the song is about sex. Then, at the Grammy Awards, Andre 3000's American Indian-themed act provoked cries of racism. But MVBMS' problem may be that Polaroid itself seems to want a bit of distance from the band.
"Ever since the song 'Hey Ya' by Andre 3000 of OutKast came out, everyone is shaking their Polaroid pictures," a concerned visitor to Polaroid.com writes. "I have always been told that you should not shake a Polaroid picture, but I'm having a hard time convincing those around me that this is true. What is the answer?"
"The short answer is no, you don't have to (and shouldn't) 'shake it like a Polaroid picture,' " Polaroid replies. "Shaking or waving can actually damage the image. [It] can cause portions of the film to separate prematurely, or cause 'blobs' in the picture."
Execs at MVBMS said last week they were unperturbed by OutKast's photo-developing advice and happy for a little extra publicity.