Hotline

Modernista! ‘Slows Down’ Gap Holidays

BOSTON—Modernista! last week unveiled a nationwide holiday-themed TV campaign for the Gap. “At a time when everything moves so fast, the spots are about slowing down and appreciating the moment,” said Gap spokeswoman Anna Lonergan. The effort consists of four executions, each with a different tagline. A slow, choral version of “The Little Drummer Boy” is used in a spot tagged “Slow down.” That ad features a slow-motion snowball fight among Gap-attired twenty- and thirty-somethings. A commercial tagged “Each one’s different” shows people floating through time and space like snowflakes. A holiday kissing scene is shown in a spot tagged “Give and receive.” Spending for the campaign is believed to be at least $10-15 million through early-January. The San Francisco-based client, which handles most advertising in-house, has yet to decide if it will work with Boston’s Modernista! on future projects, Lonergan said.

Arnold, Monster.com Skewer Election

BOSTON—Arnold Worldwide Friday unveiled its first work for Monster.com since winning the job site’s $75-90 million domestic account in late summer. A print ad created by the Boston agency features images of George W. Bush and Al Gore, along with the headline “Getting a better job shouldn’t be this tough.” The execution has appeared in newspapers nationwide.

Polaroid Hunting Promo Shop

BOSTON—Polaroid Corp. is looking at six shops to handle its estimated $20 million sales promotion account. Beyond DDB, Draft Worldwide and Zipatoni, Chicago; Ryan Partnership, Westport, Conn.; DVC Group, Morristown, N.J.; and TLPartnership East, Wilton, Conn., are the semifinalists, sources said. Communicator, Chicago, was the incumbent. Pile and Co., Boston, is the consultant.

Digitas Launches Ann Taylor’s Online Store

BOSTON—Digitas has launched the Ann Taylor online store. The Boston Internet firm worked with Ann Taylor to design the site, which mirrors the positioning, branding and merchandise of Ann Taylor stores. It includes advice on sizing, fabrics and garment care, editorials and wardrobing recommendations, and a “Quick Shop” feature that allows customers to shop for merchandise featured in Ann Taylor mailings and national advertisements.

Partners & Simons Wins Logistics.com

BOSTON—Online transportation procurement and management company Logistics.com has named Partners & Simons for integrated marketing chores. Led by account director Susanna Estella, the agency team in Boston will work with Logistics.com, Burlington, Mass., to establish a new corporate identity program and marketing support material for the company. Work will include print ads, a redesigned Web site, direct response, and possibly online advertising, said Partners & Simons principal Gib Trub. Logistics.com had no prior formal agency relationship. The budget is estimated in the low seven-figures. Carat Freeman, Newton, Mass., is handling media buying and planning.