The new work-created in-house and directed by music video director Chris Appelbaum-literally spells out the theme. In the 30-second spot, children jump, skate and run across the screen, stopping to print what appear to be random letters in black ink on a wall. Not until the last scene does the viewer get a glimpse of the tagline.
"Many of today's kids were not born when ["Fall into the Gap"] ran last. It's totally new for them," said Michael McCadden, senior VP-marketing.
MEDIA PRESENCE GROWS
In the year since Mr. McCadden took over marketing for the Gap, the company has significantly increased its media presence, moving into TV, radio and outdoor venues, for Gap stores and BabyGap. The GapKids campaign will run on children's venues, such as ABC's "TGIF" programming; Nickelodeon's "Rug Rats"; Fox's "Goosebumps"; and the Cartoon Network.
Some advertising also will be targeted toward adults on NBC's "Today" show and on ABC's "Good Morning America" as a sponsor of its back-to-school episodes.