Gap's ads not as white hot
Gap white is starting to fade. The clean-cut ad look that once brought the retailer fame in the ad world and fortune at the cash register is beginning to have less prominence in Gap advertising. Witness the current outdoor campaign for denim jackets, using shades of brown in the background. "Our advertising is always evolving," Gap spokeswoman Anna Lonergan says, noting "the white is not as present as it used to be." She wouldn't disclose how much of an evolution is planned for the next round of ads, slated for the spring fashion line. The Gap, which creates its ads in-house, hit the jackpot showing off fashion against a stark background and featuring a variety of musical expressions. But late last year, facing slumping sales, the creative leading that advertising effort, Lisa Prisco, left The Gap (AA, Dec. 13).
Haider in ad could spark der furor
If the image of Adolf Hitler can be used to sell potato chips in Thailand (as Leo Burnett and Food Processing Co. did a couple years ago in an understandably short-lived TV spot), then why not use Nazi-admiring Rightist Joerg Haider to push ski trips to the U.S.? German online holiday marketer tiss.com via German agency Jung von Matt, Munich, last week ran a photo of the Austrian political leader in a full-page print ad selling ski holidays in the U.S. Copy read: "For all those who now don't want to go on a skiing holiday in Austria." The Austrian Freedom Party leader wasn't asked for permission to use his picture, and party General Secretary Peter Westenthaler says the case had been referred to a lawyer. The German dot-com says it's still sponsoring flights to and from Austria and the ad wasn't an "attack" on the neighboring country, just a nod to current events.
Got an Adage? Tell Dan by phone, (312) 280-3109; fax, (312) 649-5331; or e-mail, email@example.com.