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.
Polaroid launches “analog” campaign warning about AI data centers’ water use
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 advertise...
- Polaroid runs a summer campaign called “the best of summer is analog.”
- The ads include messaging urging people to “jump in some water” before AI data centers use it.
- The campaign cites concerns about water consumption by AI data centers.
- Coverage describes the effort as anti-AI-themed marketing while still emphasizing human connection.
- The campaign contributes to broader discussion about AI’s environmental and resource demands.
Polaroid's new campaign is raising alarms about the significant water consumption of AI data centers. Highlighting concerns over the environmental impact, the vintage camera company urges people to enjoy natural water resources before they are depleted. While not anti-digital, Polaroid champions human connection and the preservation of natural elements, sparking a wider debate on AI's resource demands.
2 months agoPolaroid is one of a growing crop of brands leaning into anti-AI marketing. The "cheeky" ad is part of its "the best of summer is analog" campaign.
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