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.