Polaroid is promoting its “the best of summer is analog” campaign with a message that highlights concerns about water consumption by AI data centers. Multiple outlets report that the brand’s advertisement tells people to “jump in some water” before data centers “drink it all up,” framing the call as part of an anti-AI-themed marketing effort that still positions Polaroid as supporting human connection rather than rejecting technology outright. Times of India describes the effort as a “warning” about the environmental impact of water use tied to data center operations, portraying the campaign as encouraging people to enjoy natural water resources while they remain available. Business Insider similarly characterizes the ads as cheeky and notes that Polaroid joins other brands using anti-AI messaging as part of broader campaigns. Across coverage, the central theme is environmental concern tied to AI infrastructure rather than a claim about immediate water shortages. The campaign also reflects a wider public debate about the resource demands of AI systems and their effects on the environment.