349. Ad of the Week: Gap's Behind the Scenes.
Aug 1, 2011 at 12:38PM

So, I guess GAP has taken the challenge to try and make me like something they're doing. And they might be doing just that with a campaign that is launching this week called, Behind the Scenes. From looking at just the first few pieces they've produced, it seems like this is an attempt to distance themselves from the pop advertising of the past — and maybe distinguish themselves from corporate cousin Old Navy. The work will take the viewer behind the scenes of the company's various departments, highlighting the people behind the products. It's not exactly a new approach, but it might just be what the clothier needs to do to relaunch their brand, one that has been the target of so much negative press. (Or was all that negative press just on design blogs? I can't quite tell. Ha.)

The first spot weighs in at 1:30 and features GAP's 1969 denim studio in downtown LA, and all the eager faces behind the product - considered by most to be GAP's best. It's hard not to appreciate the effort and passion they seem to put into their work, and if it doesn't exactly change my perception of them as a corporation, it might just start that process.

Pico 1969 Denim Studio

Here's a nice quote from wwd.com, It’s quite a shift,” from past campaigns, said Seth Farbman, Gap’s global chief marketing officer. “This is the beginning of a longer-term strategy” that continues for the holiday season and into next year at least, and also continues to feature different operations and people at Gap. Farbman, who is based at Gap’s Global Creative Center in New York, declined to disclose which Gap operation will be highlighted next."

1969 Denim Studio Profile: Rob Crews

1969 Denim Studio Profile: Masako

A product-specific ad/video/thing:

On one level, this seems to be much ado about nothing, but it still works. A little transparency, even quite polished transparency, can be beneficial if your brand has a story to tell, and I think everyone can agree that GAP is one such brand. Even if these spots are not the most surprising pieces of communication - my hope for this campaign is that it is just a start of things to come. Hopefully, more heartfelt, intelligent and eager advertising from the company and agency Ogilvy.

According to wwd.com, "The videos break this week on Web sites such as Cool Hunting and Refinery29 before blanketing the Internet next week with sponsored content on Refinery29, DailyCandy, FabSugar, Glam, Hulu, Pandora, LookBook, TrendCentral, Rolling Stone and Gap’s Facebook page."

There's some print and inserts and probably outdoor coming soon I'd expect, so I'll be sure to update that as soon as I see it. You can view more of the videos on GAP's Youtube page.


Article originally appeared on Graphicology (http://www.graphicology.com/).
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