In 1977, The Rockford Files on NBC was entering its fourth season. Playing the dashing but down-on-his-luck private eye Jim Rockford was veteran Hollywood actor James Garner. The gig made the handsomely weathered Garner one of the most recognized men on the tube. So when Polaroid hired him to pitch its latest product, Americans sat up on their sofas and paid attention.
This story first appeared in the Jan. 6, 2020, issue of Adweek magazine. Click here to subscribe.
