Polaroid Launches Go Generation 3 Campaign Across 3 Markets, Urging Users to Ditch Screens
Updated
Updated · RELEVANT Magazine · Jul 31
Polaroid Launches Go Generation 3 Campaign Across 3 Markets, Urging Users to Ditch Screens
1 articles · Updated · RELEVANT Magazine · Jul 31
Summary
Polaroid rolled out “The Best of Summer Is Analog” in New York, London and South Korea to launch its Go Generation 3 instant camera, using billboards that tell people to put down phones and seek offline experiences.
The ads target digital fatigue and AI unease with lines such as “You can’t bask in blue light” and a Coney Island message warning people to “jump in some water before the data centers drink it all up.”
Screenshots of the anti-screen campaign quickly spread online, with one Reddit thread drawing nearly 29,000 upvotes this week as users embraced its critique of constant recording and content-making.
Creative director Patricia Varella said Polaroid built the campaign by asking why the brand should exist in an AI-dominated culture, framing instant photography as “pro-human” rather than anti-digital.