GAP GOES HOLLYWOOD FOR NEW PUSH

Big-Name Directors Create Spots for Troubled Retailer

By Published on .

SAN FRANCISCO (AdAge.com) -- Struggling retailer Gap this weekend launches its latest advertising campaign, tapping high-profile Hollywood directors for three black-and-white spots.

The commercials, from award-winning directors Cameron Crowe and the Coen brothers and emerging director Roman Coppola, back the Gap's summer lines of denim, khakis and classic white shirts.

'Denim Invasion'
This is Mr. Crowe's first stint at directing a TV ad. His spot, titled "Denim Invasion," features Kate Beckinsale and Orlando Bloom. The Coen brothers' spot, "Two White Shirts," shows Dennis Hopper and Christina Ricci playing a game of chess. Mr. Coppola's spot, "Down on Khaki Street," turns an empty urban street into a summer playground.

Lisa Prisco, the

Related Stories:
GAP SELECTS NY START-UP FOR CREATIVE WORK
Laird & Partners to Work With In-House Marketing Dept.
GAP SHUFFLES MARKETING RANKS
Struggling Retailer Brings Back 'Khaki's Swing' Creator
GAP RETURNS TO TV WITH 'STYLE'
creative director behind the Gap's Khakis Swing spots, created the campaign.

Gap has brought TV time for the spots on Law & Order: Criminal Intent, The X-Files, 24, West Wing, Friends, ER, Will and Grace, Felicity and the NBA Playoffs. The campaign also will run in the U.K. and Canada.

Pressure from Wall Street
The Gap, under pressure from Wall Street to stem a consecutive 22-month slide in same-store sales, has contracted with a new advertising agency, Trey Laird & Partners, New York, in the hopes of staging a rebound by the fall.

March same-store sales were down 12%, above the 10.7% decline analysts had anticipated.

According to its annual report, Gap Inc. spent $423 million on its three brands, Gap, Old Navy and Banana Republic. A Gap spokeswoman said the company is expected to keep advertising at those levels in the current year, although it plans to scale back plans for new stores and other expenses.

In this article:
Most Popular