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Faced with increased competition from digital cameras and one-hour development shops, Polaroid plays on the emotional potential of its core camera line in a $15 million campaign from Leo Burnett.
The work introduces a new tagline, “Click, instantly,” and suggests the Polaroid camera has the ability to change a mood or feeling “right then and there,” said Norm Yustin, senior vice president and global account director at Burnett.
The first spot, breaking today, shows a silently feuding couple in their kitchen.
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