Polaroid Targets ‘Social Snappers’

NEW YORK Polaroid is giving One, the first major overhaul of its 22-year-old OneStep instant camera, an official launch this week with a TV spot and public relations events in six cities.

The push by the Waltham, Mass., client attempts to link the camera with “social snappers,” defined as users who have many friends, are predominantly women and often are young moms with kids.

TV via Publicis’ Leo Burnett, Chicago, features swing music and shows instant photographs that appear to transcend their two dimensions. A photo of a bullseye, for example, is modified with a real dart, while a photo of a statue sports pigeon droppings.