GAPKIDS GET 1ST NATIONAL TV IN RETAILER'S RETRO CAMPAIGN: JOINS OTHER UNITS AS GAP BOOSTS MEDIA EXPOSURE

By Published on .

Most Popular
The Gap this week begins its first national TV effort for GapKids, with a back-to-school campaign also using its '70s era "Fall into the Gap" tag, resurrected earlier this year for Gap's adult lines.

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

In this article: