CES Goes Gaga

If Polaroid wanted attention by hiring Lady Gaga as its new creative director, it certainly succeeded.

I arrived 45 minutes early for Polaroid’s CES event Thursday, only to find 200 people already crowded into a press pen. The pop star’s music, with lyrics such as “I love your psycho, your vertigo stareschtick,” blared from the speakers (sadly, I know all the words).

While the brand that created the iconic instantaneous film remains well known around the world, Polaroid filed for bankruptcy in 2008 and was purchased and relaunched in 2009 by PLR IP Holdings. The troubled company made a splash on Tuesday prior to CES with the announcement that Lady Gaga, the 23-year-old singer known as much for her eccentric costumes as for her hit songs “Poker Face” and “Paparazzi,” would serve as a creative director for a “specialty line of Polaroid imaging products.” Whether or not she will actually have strong creative input remains to be seen.

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