Laird + Partners Breaks New Gap TV Campaign

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Gap: Marianne Faithful pitches long and lean jeans.
The new Gap TV campaign from agency Laird + Partners begins airing today, and while this is the first outing for former DKNY CD Trey Laird, the new spots are not remarkably different from those turned out by previous agency Modernista! In eight spots shot by fashion specialist Peter Lindbergh, celebrities -- including Willie Nelson, Marianne Faithful, Jakob Dylan, Taryn Manning, Djimon Hounsou, Shalom Harlow, Ryan Adams, Will Kemp, Alek Wek, Tweet and Baba Oje -- dance, twist and sing to recognizable tracks like "Bend Me, Shape Me" by the American Breed, John Lee Hooker's "Boom Boom," and the Hank Williams standard "Move It On Over," all in that empty netherworld where Gap ads have taken place since Matthew Rolston directed "Khakis Swing."

Lindbergh has replaced the long, stationary shots and spare editing of the Modernista! work for a more upbeat edit style, added a little production polish, and the new tag, "For Every Generation," appears at the end of each spot. Other than that, however, the campaign does not give the impression of a brand trying to reinvent itself.

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