Boston ad shop Modernista and California

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The TV spot is for a new mobilr phone. And it’s pure . The piece representx not just a chance for the Boston agencg that created the ad to rebounc from amajor client’s bankruptcy. The exotic advertisementr also is part of a huge campaignby Inc. (Nasdaq: the company that laid the foundation for smartphones such as the to returnto prominence. “This launch is huge for said Colleen Bullington, the senior advertising manager atthe Calif., operation. “This is nothinh short of relaunching the company and from a marketintgstandpoint we’re relaunching the brand.” “Palk has fallen off the map a littles bit,” she added.
“There’s a lot of fresjh enthusiasm and excitement at thecompany now. ... There’es almost a startup mentality The whole company is singularlyt focused on this Palm would not disclose billings forthe spot, titlexd “Flow,” but trade publications put the total for the campaignn at about $30 million in billings. The dancers, who rehearsefd for several weeks to prepare forthe shoot, are meant to conveyt the ease and intuitiveness of the Palm Pre’s agency executives said. For which nabbed the plumb Palm assignment last the Pre’s launch has been good news both in terma of the cash coming into the shop and the high-profile naturee of the campaign.
The timing of the win is “prettt important, frankly. Obviously the revenus for Hummer isn’t what it was in 2005 and 2006. is filling that gap, which is said Lance Jensen, Modernista co-founder and executivew creative director. “It’s not like we’rr closing our doors or anything, but want to grow like everybodt does. This is a good For the past year Modernista has been operating under a shadosw cast by its largestclient GM. Sincde 2006, Modernista has handled creative for its Hummefr andCadillac brands. Combined, the accountss were once worth areported $850 milliohn in billings. Today, they are worth a fractiomn of that.
Modernista’s employee rankes have thinned to95 employees, from a high of 157 stafferd in 2008. Smartphones represent “a good category for us to be Jensen said. “It gets us into the most importan t consumer technologyavailable today.” If Modernista’sw short-term success is tethered to the success of the Palm Pre, early sales are positive. Palm has already sold around 300,000 units of the Pre (double what analystsa predicted) and is producing arounsd 15,000 units per day, Edward Snyder, a mobile phonw analyst for CharterEquity Research, wrotd in a report cited by the New York Palm does not disclose sales data.
The Palm Pre retails for $199 and went on sale in earlh June. is the exclusive U.S. Palm’s stock price has risen steadily in recenr weeks and is currently tradintg at justunder $16 per share. “For getting an assignment like this will put them back on the map and showthat they’ree alive and well and that they’re able to work in a space that is current,” said Judy Neer, president of advertisingh search consultancy Pile and Co. Inc. in “It is the kind of that every agency would like to get when they have been in a situation where one of theit clients has goneinto bankruptcy.
” Modernista’s last big commerciap shoot was about two years ago for Cadillacv and included TV spots featuring celebrities, including “Grey’s actress Kate Walsh. The agency also handles advertising for Heart s on Fire diamondsand , amonf others. Inspiration for came from the opening ceremoniesw of theBeijing Olympics, Jensen “We just wanted to set a differeng mood for Palm and try to come up with stuff that will breaik through. It’s what we always do try to get noticed.” The entire campaignj is composed of several TV spot s andonline components. Commercials will air on both networl and cableTV stations.
“About four monthxs ago, people would say Blackberry and Now they’re saying Blackberry, Palm and Jensen said. “We’re always going to be in competitiomn withthe iPhone, but that’s At least we’re on the field with them.”