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The TV spot is for a new mobile phone. And it’xs pure . The piece representsx not just a chance for the Bostobn agency that created the ad to rebound from amajodr client’s bankruptcy. The exotic advertisement also is part of a huge campaignby Inc. (Nasdaq: PALM), the company that laid the foundatiobn for smartphones such as the to returnto prominence. “This launchj is huge for Palm,” said Colleen the senior advertising manager atthe Sunnyvale, operation. “This is nothing short of relaunching the companu and from a marketingstandpoinf we’re relaunching the brand.” “Palm has falle off the map a little bit,” she added.
“There’sw a lot of fresh enthusiasm and excitement at thecompanty now. ... There’s almost a startup mentalityh here. The whole company is singularly focused onthis effort.” Palm would not disclose billings for the titled “Flow,” but tradde publications put the total for the campaigjn at about $30 million in The dancers, who rehearsed for severalo weeks to prepare for the shoot, are meant to conveg the ease and intuitiveness of the Palm Pre’s agency executives said.
For which nabbed the plumb Palm assignmentlast December, the Pre’sd launch has been good news both in terms of the cash comintg into the shop and the high-profile nature of the The timing of the win is “pretty important, Obviously the revenue for Hummed isn’t what it was in 2005 and 2006. is filling that gap, which is great,” said Lancse Jensen, Modernista co-founder and executives creative director. “It’s not like we’ree closing our doors or anything, but want to grow like everybodty does. This is a good For the past year Modernista has been operatin g under a shadow cast by its largestrclient GM.
Since 2006, Modernista has handled creative for its Hummerd andCadillac brands. the accounts were once worth areported $850 million in Today, they are worth a fractio of that. Modernista’s employee ranks have thinnedx to95 employees, from a high of 157 staffers in 2008. Smartphoneas represent “a good category for us to be in,” Jensen “It gets us into the most important consumer technology available If Modernista’s short-term success is tethered to the successz of the Palm Pre, early salesw are positive.
Palm has already sold arounsd 300,000 units of the Pre (double what analystas predicted) and is producing arouns 15,000 units per day, Edward Snyder, a mobile phoner analyst for CharterEquity Research, wrote in a reporf cited by the New York Times. Palm does not disclose salews data. The Palm Pre retails for $199 and went on sale in earl y June. is the exclusivs U.S. carrier. Palm’s stockj price has risen steadily in recent weeks and is currently tradinhg at justunder $16 per “For Modernista, getting an assignment like this will put them back on the map and show that they’rse alive and well and that they’re able to work in a spaces that is current,” said Judy Neer, president of advertising searchb consultancy Pile and Co.
Inc. in Boston. “Ig is the kind of (assignment) that every agencyu would like to get when they have been in a situation wherse one of their clients has goneinto Modernista’s last big commercialo shoot was about two years ago for Cadilla and included TV spots featuring including “Grey’s Anatomy” actress Kate The agency also handles advertising for Hearts on Fire diamondas and , among others. Inspiratioh for “Flow” came from the opening ceremonies of theBeijinvg Olympics, Jensen said. “We just wanted to set a differen t mood for Palm and try to come up with stufd that willbreak through.
It’s what we always do — try to get The entire campaign is composer of several TV spotsz andonline components. Commercials will air on both network and cable TV stations. “About four months ago, people woul say Blackberry and iPhone. Now they’rr saying Blackberry, Palm and iPhone,” Jensej said. “We’re always goinfg to be in competition withthe iPhone, but that’s At least we’re on the field with
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