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OLD NAVY CONTINUES SITCOM PARODY ADS

Struggling Retailer's New Spots Send Up 'Green Acres'

By Published on .

SAN FRANCISCO (AdAge.com) -- The Gap discount division Old Navy continues spoofing old TV hits in its newest round of spots.

The campaign, which broke Wednesday and runs through late October, features new words to the tune from the TV show Green Acres. Featuring actress Morgan Fairchild, the spot shows a barn and tractor and promotes its $15 to $20 painters pants for men and boys.

The Rugby Bunch
Old Navy's back-to-school campaign, also starring Ms. Fairchild, backed its rugby shirt collection with a take-off on the TV show The Brady Bunch called "The Rugby Bunch."

The painters pants spots will run on more than a dozen network and cable channels, on programming such as The West Wing, Friends, Fear Factor and Nascar races.

The spots were created in-house under the supervision of Dennis Leggett, vice president of marketing and creative director.

Old Navy, like the rest of Gap stores, has been struggling for more than two years with declining sales at stores open for more than one year, a key retail indicator.

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