The Gap unveiled its summer ad campaign yesterday, the first since splitting with Boston boutique Modernista in February. Created on a project basis by former in-house CD Lisa Prisco, the campaign is comprised of spots directed by Cameron Crowe, the Coen Brothers and Roman Coppola, all shot in black and white and featuring vignettes of hip young actors and actresses (and Dennis Hopper) in summer scenes and, of course, summer clothes. "Denim Invasion," directed by Crowe, features Kate Beckinsale and Orlando Bloom as a couple pursued by a throng of adoring fans; "Two White Shirts," directed by the Coens, features a languorous poolside chess match between Dennis Hopper and Christina Ricci; while "Down on Khaki Street," directed by Coppola, features Jay Hernandez, Zooey Deschanel, Scarlett Johannson and Ashton Kutcher riding bicycles on a deserted thoroughfare.
"I think it's going to be really successful for them as a campaign," says Robin Benson, executive producer at Villains, the production company that reps the Coen Brothers for spots. While the Coens usually average a spot a year, this is their second ad so far in 2002, following the H&R Block ad they directed for the Super Bowl. "That was a rarity that they would do two so close together," Benson says. For Crowe, the campaign marks his first foray into the ad world.
Each of the new spots will air with two different soundtracks. "Denim Invasion" comes in versions backed by "Sorry" by the Easybeats and "Love Is All Around" by the Troggs; versions of "Two White Shirts" feature the Beach Boys' "Hang On To Your Ego" and "I See The Rain" by the Marmalade; while "Khaki Street" showcases both "Feelin'" by the La's and "Whoa, Trish!" by the Shins.