Old Navy Brings 'February Air' to Buenos Aires

Retailer Flies Unsigned Singer-Songwriter to Argentina for Commercial Shoot

Posted by Natalie Zmuda on 02.11.08 @ 03:53 PM

On Feb. 14, Lights, an aspiring songstress, will have the biggest stage of her life -- Old Navy's new spring campaign.
Landis Smithers, the retailer's creative director, discovered Lights on MySpace, setting off a whirlwind of activity for the Toronto-based singer. She will provide the soundtrack for four spots, all of which were shot in Buenos Aires. The ads, in 30-second and 60-second iterations, will roll out on a monthly basis between February and May. The first spot is slated to feature the song "February Air."

"Music has been a key component to our television campaign as it creates an emotional connection with our viewer," said Old Navy CMO Michael Cape. "At Old Navy, we want to be known for what's new and next and that goes for our music as well. ... I would expect a lot more to come out of the music arena here with Old Navy."

Lights will also take center stage, as she performs during one of the spots. Cape declined to say which one would feature the singer in-person, but hinted that it would be either the third or fourth spot, which are scheduled for release in April and May, respectively. Lights will also have a presence on the brand's site-let, which is dedicated to its new fashions for women in their twenties.



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Natalie Zmuda covers retail and non-alcoholic beverages for Advertising Age.