Can an ad turn Gap’s troubles around? Gap’s spring TV ad campaign, slated to launch March 8, has an
optimistic attitude, but a stale product, khaki’s. Set to the Broadway show tune "Anything
You Can Do, I Can Do Better," from Annie Get Your Gun, the
30-second spot features actors Claire Danes and Patrick Wilson wearing
Gap khaki ‘boyfriend’ pants. Laird + Partners, New York, created the ad, but if the Audrey Hepburn ad did not bode well for the company, how is this one going to be better?
According to Brandweek, the new spot begins with Wilson and Danes in the
middle of a stage. He is wearing a white shirt and khaki pants; Danes
is wearing an oversized white shirt. He challenges her to a dance-off,
which becomes more and more difficult as the spot progresses. Danes
wins and snatches off his pants and puts them on herself.
While the ad may be entertaining and cute, will it sell khaki’s? Personally, I have owned a pair in a few years and don’t expect to purchase any this year. Let’s hope they can do
anything something better.
Photo: Gap, Inc.