Amy Schumer, whom we've seen in a slew of politically-themed spots for Bud Light, is the latest funny lady to represent Old Navy in a new campaign out of Chandelier Creative. She joins a roster of comedians that has included the likes of Elizabeth Banks, Amy Poehler and Julia Louis-Dreyfus. Fred Armisen and Carrie Brownstein, of "Portlandia" fame, recently represented the clothier in its holiday campaign. Ms. Schumer's first work will appear tonight as part of Gap Inc.-owned Old Navy's back-to-school campaign; in total, the comedian has signed on for a total of eight spots to air through holiday and possibly into spring.
"[Amy] speaks to women and almost everyone in a very honest way, she is body proudï¿½ï¿½"those are core values that we stand for," said Liat Weingarten, senior director of Old Navy advertising. "She's so honest and humble in a way that we think really resonates with our customer."
In the first spot, which will air during "The Bachelorette" finale Monday evening, Ms. Schumer is babysitting her niece and nephew and phones some cool kids at the mall to ask advice about something called "back-to-school."
"Back-to-school is like our red carpet," says one kid, whom viewers may recognize as actor Thomas Barbusca the "Burp King of Westchester" in Netflix's "Wet Hot American Summer" series last year and a commercial regular. He recommends Old Navy, for its 60% off promotions. Ms. Schumer gives an enthusiastic "Noice" and "Stank" before she's reprimanded for her embarrassing lack of hipness. The spot, which will debut on TV in a 30-second version and digitally as a 60-second clip, includes three young influencers, Laneya Grace, Skai Jackson and Hayden Summerall, whose followings may give Old Navy a boost on the social-media circuit. Ms. Weingarten noted the importance of the "squad" or group of friends and how critical that is to kids today, who have communities outside of their families.
The San Francisco-based apparel brand had also worked with Chandelier for its holiday campaign. For the back-to-school push, Old Navy also partnered with Awesomeness TV to encourage shoppers to share their "squad" videos, and created a fundraising campaign to benefit the Boys & Girls Clubs of America and Boys & Girls Club of Canada.
Read more about Old Navy's partnership with Ms. Schumer on Adage.com.