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GAP RETURNS TO TV WITH 'STYLE'

By Published on .

SAN FRANCISCO (AdAge.com) -- Gap Inc., chided by Wall Street last year for dropping TV advertising in favor of a credit card promotion, reprises its 1980s "Individuals of Style" campaign on TV next month in an estimated $40 million back-to-school effort.

The original "Individuals" print and outdoor ad campaign featured celebrities such as Dizzy Gillespie wearing basic Gap clothing along with their own accessories.

The four-week TV campaign for Gap stores features nine artists ranging from actress Joan Allen (The Contender) and actor Elijah Wood (Lord of the Rings) to Blonde Redhead, a rock group formed by Italian twins and two Japanese art students.

Like many retailers, Gap Inc., with same-store sales down 7% in June vs. a year ago, is betting on denim for back to school. Spots use the line "the denim authority."

The campaign, from Modernista, Boston, launches Aug. 15. In-house groups created separate TV campaigns breaking later this month for GapKids and Old Navy.

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