GO JUMP IN SOME WATER: POLAROID’S ANALOGUE SUMMER CAMPAIGN

Polaroid’s new campaign, The Best of Summer Analogue, urges people to unplug from digital life and rediscover real-world experiences. With witty billboards in London and New York, including a striking Coney Island execution referencing AI’s water consumption, the 89-year-old brand champions analogue living in an increasingly screen-dependent age.

In an era where artificial intelligence dominates headlines and algorithms shape much of daily life, Polaroid is reminding us of something simpler: the joy of living offline. The instant camera pioneer has launched The Best of Summer Analogue, a campaign designed to encourage people to step away from screens and immerse themselves in the tangible world around them.  

The campaign, which spans billboards across London and New York, uses playful one-liners to highlight the absurdity of a lifestyle tethered to devices. Among the most talked-about executions is a billboard near Coney Island in Brooklyn, emblazoned with the line: “Go jump in some water before the data centres drink it all up.” The message is both humorous and pointed, referencing growing concerns about the environmental impact of AI infrastructure, particularly the vast amounts of water consumed to cool servers powering artificial intelligence systems.  

For Polaroid, the campaign is more than a clever jab at technology. It is a continuation of its longstanding ethos: that real memories are not made for algorithms but for people. By encouraging audiences to embrace analogue experiences, the brand positions itself as a counterpoint to the digital saturation of modern life. The billboards, with their sharp wit and cultural relevance, serve as both advertising and social commentary, tapping into anxieties about sustainability and the relentless pace of technological change.  

The choice of locations—London and New York—ensures the campaign reaches audiences in two of the world’s most media-saturated cities, where the tension between digital immersion and analogue escape is particularly pronounced. By situating its messaging in these urban environments, Polaroid cleverly juxtaposes its analogue philosophy against the backdrop of hyper-connected lifestyles.  

At 89 years old, Polaroid continues to reinvent its relevance by leaning into cultural conversations rather than retreating from them. The campaign’s playful provocation—telling people to “go jump in some water”—is not just a call to action but a reminder of the brand’s enduring belief in the magic of lived moments. In doing so, Polaroid positions itself as both nostalgic and forward-thinking, offering a refreshing analogue antidote to the digital age.