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09 20 13
Let’s get outta here (greatestgifsofalltime). tgif…
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09 18 13
Gap | Back to Blue. In another installation of the series, Alexa Ray Joel puts her impressive musical chops on display, performing a version of Dad Billy Joel’s “Just the Way You Are.” Joel in head-to-toe denim delivers an intriguing performance which again expertly supports the “it’s all about being an individual” theme of the new campaign. Liking the pared down nature of the spots (although who doesn’t fondly recall the big dance production numbers of the khaki past), and it’s pretty cool to see these progenies put their own spin on their father’s hits. Can’t wait to see what else Gap has up their dark denim sleeves. Looks like blue skies ahead…
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09 18 13
Gap | Back to Blue. One of two early TV spots in the retailer’s new campaign, this one featuring Dhani Harrison singing his father George Harrison’s “For You Blue”. Obviously, consistent with the new campaign’s individualistic message. Certainly an appealing performance by the intriguing Mr. Harrison. Denim looks crisp and dare we say well designed. Is it a sign of better things to come from the MIA Gap. Let the fashion force be with you, blue or otherwise…
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09 18 13
Go figure. Gap, long forgotten by the young and fashionable is selling clothes again. In fact, the retailer is the biggest comeback story this year. To support the significant momentum, Gap amps up its advertising with its most expansive global campaign ever. According to CMO Seth Farbman (former Ogilvy worldwide managing director), “Back to Blue means getting back to what matters most – our truest selves, when we are most comfortable in our own skin.“ The campaign wrangles some trendy talent—model/actress Dree Hemingway, and HBO’s Girls’ Adam Driver to sport the fall staples for Dutch fashion photography duo Inez and Vinoodh (our favorite fashion photogs of late). The retailer also has released its first TV spots since 2009 (see separate posts). Not surprisingly, the social media effort is mega. Along with various partnerships (teaming up with blogs Refinery29, FabSugar, Lookbook and Rue on its Styld.by platform) frequent posts and special features on Facebook, Twitter, Pinterest and Instagram, there is also a heavily promoted Tumblr contest in which customers can create there own content illustrating their take on “Back To Blue.” The campaign was handled by Peterson Milla Hooks. All very sharp, creative and involving. The brand was also the first to buyout all of Tumblr’s advertising for one day. Really is nice to hear the giant retailer is faring better and investing in its own brighter future. We only hope they are truly comfortable in their new more stylish skin. We missed you…
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09 10 13
All Aboard… Recent print ads for Levi’s that support the Station to Station tour. So many thematic elements along with the “Go Forth” tagline make it a bit confusing, but this iteration primarily focuses on the “The Future is Leaving" (but still part of the “Make Our Mark”) campaign. The brand’s heritage is expanded to the modern frontier of ideas, connectivity and creativity, and again pushes the idea of optimism and individualism. Nice art direction. We like the rolling sign device for the the typography and logo. Portraits are adequate but lacking any real punch. Seems like despite much discussed rebranding and moving the clothing giant toward new strategic and tactical clarity, we’re just not seeing it. The train has definitely left the station, but no clue where we are all going. Next stop?…
