“We’re analog beings in a digital world.”
I read something recently that really stuck with me: “We’re analog beings in a digital world.” And the more I thought about it, the more I couldn’t help but wonder, maybe this is the reason why physical photos seem to carry so much more emotion than those cold, digital snapshots on your iPhone? Or maybe it’s just me.
I’ve noticed, especially recently, a bit of a push away from digital mediums towards something a little more grounded. Or, maybe that’s just the algorithms feeding me content that I’ve been showing an interest in. Who knows?
For years now, I’ve owned a Polaroid. Well, to be honest, it’s not really mine, it’s my wife’s. She picked it up at a car boot sale years before we met, but it never quite worked. Somewhere along the way, I tinkered with it and somehow managed to get it running again. It still has some quirks, though. There’s a light leak, and if you leave the prints out too long, they get blown out. But, you know what? I love it.
Over the past few years, I’ve found myself grabbing it more often, especially when we head out on little adventures, or when I’m doing something I know I’ll want to look back on in the future. Whether it’s driving ATVs in Morocco or harvesting our first carrot yield of the year, I’ll snap a Polaroid to capture that moment.
I’ve made a pact with myself: I won’t take photos of the Polaroids and share them online. It just doesn’t feel right. A Polaroid isn’t a digital image; it’s an analog chemical reaction, light being trapped in an instant, causing a chemical reaction that results in an image. It’s not perfect, but that’s part of the magic.
Analog. Real.
There’s a hidden little hippie side of me that believes analog imagery captures the energy of the moment. It’s like some wizardry, like the photo isn’t just an image; it’s a snapshot of the mood, the vibe, and the energy of the space at that exact time. It’s tangible. It feels real. And that’s something that digital just can’t replicate.
So, as a fan of true, honest media, Polaroid’s latest campaign really hit me right in the feels. They’re leaning into what they do best, capturing moments, here and now, in their truest form.
Now, don’t get me wrong. I don’t entirely agree with Polaroid launching a new camera that’s basically a polished version of my old Polaroid Spark from the 1980s (albeit with better autofocus) for nearly £200. That feels a bit steep for me. But, putting the price aside, their campaign? Brilliant.
Polaroid isn’t trying to be a digital camera company, like so many others have tried to do. They’re embracing their roots, and that’s something I really admire. They’ve decided to be Polaroid, a brand that’s all about real-time, real-world moments. And it’s this raw authenticity that they’re pushing forward in their new campaign, The Camera for an Analog Life.
During my Brand Management course with Mark Ritson, I remember a key quote that really stuck with me: “If you stand for something, you stand against something else.” To define who you are, whether as a business or a person, you need to know what you stand for, and equally, what you stand against.
In Polaroid’s case, they stand for human connection, for making memories, and for being present. And they stand against wasting time scrolling aimlessly on phones and walking through life with your head down, missing the world around you.
Their recent campaign copy nails this sentiment perfectly. One of the lines that really caught my eye was: “AI can’t generate sand between your toes.” It’s the kind of copy that makes you stop and think, reminding you that no machine can replicate the real, visceral experiences of life. And it’s this clever mix of nostalgia and relevance that makes the campaign so effective.
So, while I’m still on the fence about the price tag, Polaroid has really nailed the messaging in this campaign. They’ve embraced their identity, one that celebrates the joy of capturing a moment, here and now, with nothing but light, chemistry, and a little magic. And that’s something that still speaks to me, and too so many others who crave something real in a digital world.
Fair play to them. I’ll be keeping a close eye on what they do next.
