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'

Published On
Mar 02, 2022

Editor's Pick

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.”


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 :
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 :
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 :
Sound Mix :
Jeff Payne

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