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.