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Modular act New Young Pony Club are reaping the benefits of a lucrative television campaign after being selected to soundbed a series of TV ads for computer processor company Intel.
The UK dance-rock five-piece, who signed with Modular early this year, delivered one of the year's standout debuts in the single Ice Cream - released domestically in September - and the track provides an upbeat soundtrack to the Intel Core 2 Duo advertising campaign, which kicked off in the UK two weeks ago. Stateside, the ad has encouraged visitors to the band's MySpace account where they are now receiving an average 400 friend requests a day.
Modular UK head Phil Hutcheon says the ad's impact has surpassed expectations. "We didn't expect it to have such a big impact, particularly in the US," he says. "The viewings for the video on YouTube have risen to 40,000 over the past two ...