Friday, February 18, 2011

Creative Excellence Fridays - Old Navy changes direction

I have to admit, I haven't been a fan of the Old Navy mannequin commercials. But then again, I'm not a 12 year old girl.
They're fun, I'll give them that. But the mannequin idea really seemed more like a one off, as opposed to a two year brand connection.

The new campaign is pop and Gaga inspired with the lead being called "Super Jennie"
It's not terribly original, but very polished and should definitely be a hit with the tweens and teens.

Some would say that The Gap invented casual hip style marketing dating back twenty years or more. Remember the subway ads with icons like Steve McQueen wearing gap inspired fashion? This talked to "the grownups". Agnes Farside had an interesting blog a while back that really showed the gap ( no pun intended ) between the under 25's and over 30's.
Even though The Gap owns Old Navy, they definitely have separate camps when it comes to marketing approaches.

This creative from last year speaks volumes to the 25 and up market.

Gap, keep it coming. Old Navy, keep trying.

Have a great weekend - and thanks for reading. As always your comments, and contributions are always welcome.

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