Palm's ad agency 'loves that you're creeped out' by new TV spots

Advertising Age has taken a deep dive into Palm's latest string of unsettling, polarizing ads -- you know, the ones with the girl -- in an attempt to explain the company's intention with the creepy spots. The industry paper spoke with Gary Koepke, the co-founder and executive creative director at Modernista, the company which developed and produced the short clips. According to Gary, he's happy that viewers find the commercials upsetting, stating that "The Pre is probably being talked about more than other phones right now because of the marketing and advertising, and that's a good thing. Could the ads work harder to show exactly how the phone works? Yes, but we knew it would be polarizing people to have a woman not shout at them and tell an interesting story." Apparently the agency is taking its own stab at Microsoft's Seinfeld / Bill Gates strategy, which means viewers don't necessarily have to like (or even understand) the ads... as long as they keep talking about them. Of course, that game plan may work for a company like Microsoft, which arguably has nothing to lose if they run a few ill-received spots. Palm, on the other hand, won't get a second chance to make a first impression with a lot of people, and since its fortune is currently riding on the device these ads attempt to sell to consumers, it's a pretty risky proposition. C'mon, how could the folks that brought you the Foleo be wrong?