A TikTok post inspired Old Navy's new commercial
From dad dancing to slo-mo family jumps, Martin Agency creates spot 'written by the internet'
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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."
@thesamuelbeez Album of the year #silksonic #brunomars #andersonpaak ♬ Fly As Me - Bruno Mars & Anderson .Paak & Silk Sonic
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.”
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Credits
- Date
- Mar 02, 2022
- Client :
- Old Navy
- Agency :
- The Martin Agency
- Chief Marketing Officer :
- Jamie Gersch
- VP Brand Engagement :
- Liat Weingarten
- Director Advertising :
- Amy Silver
- Chief Executive Officer :
- Kristen Cavallo
- Chief Creative Officer :
- Danny Robinson
- SVP Executive Creative Director :
- Ashley Marshall
- Associate Creative Director :
- Sally Lee
- Associate Creative Director :
- Page Jensen-Slattengren
- Art Director :
- Paige Nuckols
- Copywriter :
- Kelsey Whipple
- SVP Managing Director of Production & Digital :
- Tasha Dean
- VP Executive Content Producer :
- Pamela Mahan
- Executive Content Producer :
- Kim Slowik
- Content Producer :
- Catherine Kennedy
- Content Producer :
- Shelley Eisner
- Associate Producer :
- Molly McCarvill
- SVP Group Account Director :
- Liz Toms
- Senior Account Executive :
- Corinne Barrow
- Project Manager :
- DeeDee Hamad
- Project Manager :
- Anne Bartholomew
- SVP Director Business Affairs :
- Dusty Slowik
- Associate Director Business Affairs :
- Jamika Vogel
- SVP/Managing Director Cultural Impact & Brand Communications :
- Jaclyn Ruelle
- Culture Communications Senior Specialist :
- Fenton Crowther
- Financial Affairs :
- Kevin Llewellyn
- Chief Strategy Officer :
- Elizabeth Paul
- Strategic Planning :
- Cristian Castiglia
- Co - Production Company :
- Skunk
- Director :
- Greg Brunkalla
- President / UPM :
- Matt Factor
- Head of Production :
- Jennifer Brisick
- Executive Producer :
- Shelly Townsend
- Line Producer :
- Chris Cho
- Production Supervisor :
- Jon Lee
- Director of Photography :
- Alice Brooks
- Choreographer :
- Christopher Scott
- Production Designer :
- Kristen Vallow
- Wardrobe/Styling :
- Anda Gentile
- Wardrobe/Styling :
- Masha Mandzuka
- Wardrobe/Styling :
- Dalton Flint
- Makeup Artist :
- Lisa Storey
- Hair Stylist :
- Maranda Widlund
- Editorial :
- Arcade Edit
- Executive Producer :
- Kirsten Thon-Webb
- Editor :
- Kyle Brown
- Assistant Editor :
- Mitch Mitchell
- Post Production :
- Carbon
- Executive Producer :
- Matt McManus
- Producer :
- Vanessa Yee
- VFX Lead :
- Pete Mayor
- CG Supervisor :
- Mat Stevens
- VFX Shoot Supervisor :
- John Price
- VFX Artist :
- John Price
- VFX Artist :
- Jim Gomez
- VFX Artist :
- Hannah Barnes
- VFX Artist :
- Jenn Howard
- VFX Artist :
- Connor Mullaney
- Designer :
- Curtis Back
- Designer :
- Will Salas
- Designer :
- Patrick Arrington
- CG Artist :
- Quin Barclay
- CG Artist :
- Mike Penny
- CG Artist :
- Mark Wurts
- CG Artist :
- Sean Skube
- FX Artist :
- Kevin Gillen
- Track :
- “Good Morning”
- Artist :
- Max Frost
- Music :
- Squeak E Clean
- Audio Post Production :
- Eleven
- Sound Mix :
- Jeff Payne
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