Tom Petters is to blame for this, too:

It's a publicity coup for Polaroid, which is trying to figure out how to position the brand in 21st century. It used to stand for instant gratification, but now the idea of waiting 15 whole seconds to see your picture is preposterously slow and 20th century. Gee, why don't you put a stamp on it and mail it to me afterwards? So Polaroid is trying to position the cameras as Tools of Art. Hence the liberal application of double-Ga, I guess.

Here's a 1967 Polaroid ad. Barry Manilow singing, and Ali McGraw looking moody and difficult and hot as usual:

Here's the press conference where her Creative Director position was announced, last January.