BBH unveils ads for Polaroid Joycam

Polaroid is making a return to British TV for the first time in three years with an advertising campaign to promote its new Joycam camera.

Polaroid is making a return to British TV for the first time in three years with an advertising campaign to promote its new Joycam camera.

The company is putting pounds 1.3 million behind the five-week initiative targetted at 18- to 30-year-olds under the theme: 'Polaroid. Live for the moment.'

Bartle Bogle Hegarty has produced the ads, which play on the idea of the Joycam provoking an urge to get up to mischief.

The four films underscore the message by featuring the antics of a pair of female office cleaners having fun away from the prying eye of a security camera.

The Joycam sets the scene for the action when one of the cleaners balances on her nephew's shoulders to take an instant photo of the room in which they are supposed to be working.

She then sticks the picture over the security camera to give the impression that everything is as it should be.

The ruse allows the cleaners to race chairs, play ping-pong, send ashtrays across the polished table in a mock game of curling and stage a sword fight using vacuum cleaner nozzles.

The films were written by Hugh Todd, art directed by Adam Scholes and directed by Steve Reeves for Stark Films. Starcom Motive is handling media planning and buying for the campaign, which will run for five weeks across four ITV regions, Channels 4 and 5 and on satellite TV.

BBH was appointed to the Polaroid Europe account six years ago. The work won BBH an IPA Advertising Effectiveness Award in 1998.