Someone at Gap Inc. may be listening.
Our poor Gap. They have really been through the wringer the past few months. After a long stretch of falling sales there were loads of changes at the executive level, and even rumours of selling the failing brand, and tons and tons of speculation and opinion about what Gap should do to recover. Mainly most of us just thought Gap had lost sight of who their real customers are, and changed their product line to appeal to…well, who? We certainly weren’t sure.
Now Gap has announced a new television spot set to air March 8 through April 4. The ad features Claire Danes and Patrick Wilson in a little dance number to the song “Anything you can do I can do better.” It’s described as a cute little “dance off” wherein Danes literally dances the khakis off of Wilson. Cute, right?
Here’s my take on this.
I have not seen the spot, but my first thought is FINALLY. Remember the heyday of Gap commercials? When relevant celebrites wore the iconic clothing and you thought – hell yes, I want to look like that. The clothing was classic, almost nostalgic, and very, very cool. Using these two celebs may be helping to redefine Gap’s true demographic – Danes is 28, and Wilson is 34. They are a little quirky, but have a sophistication that goes beyond the typical trashy celebrity.
It looks to me as if someone at Gap has been listening when we’ve all been screaming, “get back to what you’re good at and get rid of the weird stuff!”
I am pleased, and surprised. I’m anxious to see the spot to see if it lives up to my expectations. Meanwhile I’m going on over to Gap to check out these new “boyfriend” khakis everyone’s talking about!
Gap, Gap Commercials, Claire Danes, Patrick Wilson
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