Old Navy's Musical Tugs at the Heartstrings -- in a Good Way

Musical Via CAA marketing Takes Honest Look at Back to School Fears

Published On
Aug 01, 2014

Editor's Pick

Old Navy's TV advertising has tended toward the quirky and silly, featuring talent like Amy Poehler, throwbacks such as Blossom and Mr. T, and then, before that -- those mannequins who could talk without moving their mouths. But this new film running online only, "Unlimited," created out of CAA Marketing, brings a welcome new voice to the brand. It takes a heartfelt, honest, but not-too-schmaltzy approach to tackling "back to school" -- by addressing those real, stomach-churning feelings kids experience when September approaches.

CAA tapped Tony-nominated musicians Pasek & Paul ("James and the Giant Peach," "Smash") to create the film's track, which feels totally Broadway as has that same uplifting vibe you get from that popular Disney film song that all the kids are singing these days.

The film, directed by Biscuit Filmworks' Matt Dilmore, stars actress/singer Isabel Balbi, who goes from sweating out the angst of those first days back to thriving in her studies as the year goes on. All the while, she has to tamp down the insecurities instilled by "Womp Womp," a fuzzy, personified version of that negative voice in her head.

The girl power theme that's emerged widely in advertising and the tech sector resonates here as well, but in this case, it's also tied into Camp Old Navy, the retailer's partnership with the Boys and Girls Club of America. The "Unlimited" soundtrack is available for download on iTunes, and proceeds from the song's sales and in-store donations will go to the Club.

Read the full story behind Old Navy's back to school strategy on Adage.com.

Credits

Date
Aug 01, 2014
Client:
Old Navy
Client:
Old Navy
Agency:
CAA Marketing
Director:
Matt Dilmore
Production Company:
Biscuit Filmworks
Managing Director:
Shawn Lacy
Executive Producer:
Colleen O'Donnell
Producer:
Jonathan Wang
Director, Photography:
Alexis Zabe
Animator:
Kirsten Lepore
Animator:
Zach Leener
Editor:
Carlos Arias
Editorial Company:
Rock, Paper, Scissors
Editorial Assistant:
Josh Hayes
Executive Producer:
Angela Dorian
Producer:
Leah Carnahan
Producer:
Lisa Barnable
Visual Effects:
A52
Executive Producer:
Megan Meloth
Producer:
Jamie McBriety
Colorist:
Paul Yacono
Lead Flame Artist:
Matt Sousa
Lyrics/Composer:
Benj Pasek
Lyrics/Composer:
Justin Paul
Arrangement:
Duotone Audio Group
Flame Artist:
Enid Dalkoff
Animator:
Michael Relth
Agency:
Observatory

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Project Type