First Palm Pre ad, plus exclusive details of ad campaign rollout
Palm’s been teasing it for a few days now, and they’ve finally posted their first ad for the Palm Pre, titled “Flow” and directed by feature film director Tarsem Singh (The Cell, The Fall).
The ad was put together by ad agency Modernista!, who has done work for Cadillac, BusinessWeek, Converse, Napster, and Product(RED) amongst others. Flow was shot in and around the Chinese cities of Beijing, Zhengzhou, Dengfeng, and Kunming. The guys in orange you see are over 1,000 martial arts dancers from the Shaolin Kung Fu School in Dengfeng. Used here to show how your life and the Palm Pre experience ‘flow’, these talented young dancers previously performed in the opening ceremony of the 2008 Summer Olympics in Beijing. The woman we see here - ‘Anima’ - will be a recurring character in Palm’s Pre ad campaign, which will focus on the phone’s ability to anticipate the user’s needs.
Check out Palm’s making-of video after the break, plus get the exclusive first details on Palm’s upcoming Pre ad campaign.
As you may recall, the ad campaign kicked into viral mode a week ago with Palm issuing an invitation via their Facebook and Twitter pages to watch the yesterday’s premiere of the ad, along with a series of behind-the-scenes and making-of videos about the ad. Flow will go live today on Palm.com, as well as on various social-networking and video-sharing websites.
Even though the Pre is going on sale on Saturday, June 6, Palm’s ad campaign won’t kick fully into gear for a full two weeks after that on June 21 with an expensive homepage take-overs of YouTube (the #3 website worldwide, serving up more than 100 million video views a day), AOL.com, and Wired.com. Palm will also produce exclusive content for YouTube and will advertise its content integration on websites like the New York Times and Pandora.
June 22nd will mark the Pre’s first foray into television advertisements, outside of the brief un-credited appearances in Sprint’s Now Network commercials. Palm will focus on “in-season” primetime broadcast and cable shows such as Southland on NBC, Numb3rs on CBS, USA Network’s Burn Notice, and Mad Men on AMC, among others. Palm is also planning on making extensive use of outdoor digital advertisements, including ad space in airports, coffee shops, and various high-traffic office buildings.
So there you have it, the Palm Pre ad campaign in a nutshell. Be sure to check back with PreCentral regularly for more on the Pre’s release, marketing, and other developments surrounding Palm.