Polaroid Ends Tagline Confusion

Pulls Goodby’s ‘Right Now’ Spots in Favor of ‘See What Develops’
BOSTON–Following a fortnight of miscues, Polaroid Corp.’s “Right now” tagline has been pulled from its latest TV effort and replaced by the 3-year-old “See what develops” positioning.
The troubled trajectory of the new tagline began barely two weeks ago, when a 30-second branding spot tagged “Right now” broke for a three-week flight.
The ad, which shows some X-Files-type UFO hunters looking to sell snapshots of aliens to a tabloid, apparently aired for barely 48 hours when high-level “internal discussions” at Polaroid resulted in the spot being retagged “See what develops,” said Arlene Henry, a representative at the Cambridge, Mass.-based company.
Sources said “Right now”–fashioned by lead agency Goodby, Silverstein & Partners in San Francisco– was killed in part because it was used in the mid-’90s in Crystal Pepsi spots fashioned by BBDO. Polaroid official Chet Harding denied the connection, insisting “See what develops” was brought back because it “had equity. It was well liked.” Goodby officials did not return calls.
Though Polaroid promised it would not be used anymore, the “Right now” ad reappeared last weekend in prime time even though the same commercial tagged “See what develops” was running elsewhere, Harding said. “Right now” also aired during the NCAA basketball championship on CBS last Monday.
Harding conceded that a “mistake” was made, and by press time all versions of the spot were believed to be running with the “See what develops” tagline.
Two more 30-second spots from Goodby are set to break this month. One ad promotes the introduction of the PopShots single-use camera; the other touts Polaroid’s greeting card/instant film value pack.
Originally intended as part of the “Right now” campaign, both ads will now be tagged “See what develops.” After those spots have completed three-week flights, Polaroid will not make another major ad push until the fall, according to Henry.
Goodby handles Polaroid’s U.S. advertising; Bartle Bogle Hegarty in London handles European chores.