You can credit a TikTok post for Old Navy's newest commercial.
The brand's spring fashion spot, created by the Martin Agency, was inspired by a TikTok video posted in November from high school senior Samuel Beasley. It pictured him nodding to a song from Bruno Mars, Anderson.Paak and Silk Sonic, with the caption “we about to get the most fire Old Navy commercial ever.”
The comments that followed included some suggestions of what Old Navy could feature in an ad. They included: “Dads. Dancing. Everywhere.” as well as "slo-mo family jump" and "main character walking down a city street and high fiving all the city locals including some kids doing hopscotch and an old bodega owner."
All of those suggestions and more pop up in the colorful spot, which was directed by Greg Brunkalla via Skunk. Just to make the inspiration even clearer, the ad opens with a message that it was "written by the internet."
Altogether more than a thousand people commented on what they'd want in an Old Navy ad. (One joker poked fun at the crowdsourcing idea, writing, "I hope Old Navy never finds this comment section we’re all doing their job for free.")
The spot, which goes live today on TV and digital channels, kicks off what will be an ongoing “Written by the Internet” campaign that will feature different iterations throughout the year.
“To be the most democratic and accessible brand we must listen to our customers and give them what they want, even when it comes to how we are marketing to them,” said Jamie Gersch, CMO of Old Navy, in a statement. “To see what Sam and our fans naturally inspired was truly remarkable. This campaign is just the start to how we’ll be bringing accessibility to our customers this year in new and different ways.”