Polaroid’s new ad campaign takes a dig at AI data centers

Polaroid launched an international advertising campaign this week that critiques technology's pervasive influence and specifically targets the environmental impact of AI data centers. The campaign features minimalist billboards with handwritten messages placed in high-traffic areas near tech hubs like Apple Stores and Google offices in New York City and London, as well as in city centers and airports. One prominent ad, displayed at Coney Island with the ocean as a backdrop, reads, "Go jump in some water before the data centers drink it all up," directly addressing concerns about the water consumption of AI infrastructure. Polaroid's brand and creative director, Patricia Varella, stated in a press release that "We are analog creatures, built to connect through our senses but the more we lose ourselves in digital algorithms, the more we drift away from empathy and real connection." Other ads in the campaign promote analog experiences with phrases such as "Real stories. Not stories & reels," and "no one on their deathbed ever said: I wish I’d spent more time on my phone." The campaign aims to encourage consumers to question their relationship with technology and embrace analog living, aligning with Polaroid's identity as a camera company focused on tangible, sensory experiences.