Sonar

An open magazine spread advertisement for Polaroid Sonar cameras
Polaroid Sonar OneStep camera advertisement from OMNI magazine.

A good example of a very different type of technological innovation — and also a lovely and effective advertisement. The first line nails why a reader should care. The rest goes on to explain in plain, succinct language what these cameras do — and how. Capture the action — all in one step.

If you ever wondered about the significance of the gold dots used throughout this site — they’re a small nod to my personal favorite camera, a Polaroid SX-70 Sonar camera. That particular camera was very generously gifted to me by Ilona and Hatti from Polaroid during a visit of their office in Berlin (just prior to the company moving to Amsterdam) in 2018.