Modernista! Finds a Place for TIAA-CREF

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Financial services for those who serve the greater good.
Music from West Side Story appears to be making a comeback in the advertising world. First, BBDO/N.Y. used Carol Lawrence's original cast recording of "I Feel Pretty" for an Aquafina spot, and now Modernista! and TIAA-CREF are basing an entire campaign around the song "Somewhere," as interpreted by a variety of artists. In the first spot in the campaign, directed by the Directors Bureau's Mike Mills, we see people working in the "academic, medical and cultural fields" -- the people for whom the company provides "financial services for the greater good" -- as a version of the standard by British songwriter David Sylvian, formerly of new wave band Japan, plays in the background. In the 30-second version, the song is sung by former Echo & The Bunnymen frontman Ian McCulloch, and future spots are slated to involve even more guest vocalists.
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