Wednesday, November 18, 2009

Fall into the Gap

I don't know why, but I'm slightly obsessed with the Holiday 2009 Gap commercial. Like stop-the-dvr-to-watch-it, obsessed (that's when you know it's Bigtime, folks). As I think back on the marketing I've seen and remember, they typically do a pretty good job of creating compelling production that breaks through the clutter. Which is interesting since Old Navy is a sister company of Gap and I can't think of a SINGLE decent ON commercial in the history of their marketing- present advertising campaign most definitely included. (Seriously with the talking mannequins?!)

Anyways, back to the spot: I love the interesting texture of the set they chose, the fact that all the dancers just seem to genuinely be having FUN (I seriously want to find a slick floor and try that move at the end), and of course the choreography. Well done Gap... you stopped my dvr AND got me to add to the viral element of your campaign. Enjoy the free publicity!


Erika Goodwin said...

Ummmm....Don't you remember that Old Navy Sweater commercial with the Ingrid Michaelson song "The Way I Am"?? That was a good old Navy commercial and thats how I started loving Ingrid Michaelson!


Kirbs said...

I have fallen victim to the GAP holidays commercial before. So many years ago (I can't remember how many) there was a commercial with people in ivory sweaters (Alanis Morrissette was one of them) were singing. I have one of those sweaters to this day.

Jen said...

Whoa... I knew I had read on someone's blog about the Gap commercials but I couldn't remember who and I finally found your post after reading through a bunch!! :)

Anyway, I just had to tell you what I saw the other day here in Chicago! I was walking along Michigan Ave the other day and heard a drum line. Of course that is normally not that big a deal, there are lots of kids that play on 5 gallon paint buckets for money all the time. But these drums sounded good. I followed the sound to the Gap, where they had hired an entire drumline and a group of cheerleaders to hang out in front of the store and re-enact the commercial! It was awesome!

So yes, it did make me want to shop there this year and has also caused me to have such thoughts in the shower as "how on earth did they find a drum line and cheerleaders to be there on a random Wednesday at 2:00 p.m." and "I wonder how much time they had to practice to be that good".