La Comunidad Touts MTV Show

La Comunidad is hitting all the right notes.

MTV Latin America has hired the newly formed agency to produce five television spots promoting its Dos por Uno (Two for One) music video show.

“It’s a simple concept,” said agency principal Jose Mollá. “Viewers ask for one video of an artist and MTV gives them two. The challenge is to make it interesting.”

The 30-second television spots, directed and produced in Miami by Mollá, begin airing this month in Argentina, Chile, Mexico and Peru, then move to other Latin American markets.

“It began with a small project that was supposed to run one weekend,” said Mollá, a former Wieden + Kennedy creative director. “They liked the spots so much, they’re going to run six months.”

La Comunidad, with offices in Miami and Buenos Aires, Argentina, has also been charged with creating the opening, bumpers and closing of the cable television show.

In Argentina, the 22-person shop is managed by Joaquin Mollá, Jose’s partner and younger brother. Clients include Aiwa Electronics and Sanyo Consumer Electronics.

Jose Mollá was recruited by Wieden + Kennedy in February 1997 while working on Nike print ads and brought to Portland, Ore.

Mollá spent four years in Portland (“It’s a good place to be a tree. It rains every day.”), then did turns at Wieden’s Amsterdam and London offices before leaving to open his own shop.

“I was going to go back to Argentina,” said Mollá. “But I wouldn’t have been using all my experience with American brands. My brother and I decided we could open in Miami and Buenos Aires and cover the whole Latin market.”

In Latin America, Mollá said, the agency’s media planning and placement needs are handled by co-ops.

“It’s real expensive to have media departments,” he said. “So five or six agencies get together and start a company that services the market. The trick is to know the right people.”

La Comunidad means The Community in Spanish. Mollá said the name captures the essence of the agency he wants to create.

“I want to build a flexible organization that fits today’s market needs,” he said “Almost a guerrilla group with lots of freedom. If you build a big structure, then you’re forced to take business you don’t like just to feed the monster.”