I wanna be a supermodel, I mean a supermodelquin
This is a great example of how to make a retail ad interesting.
It’s not just the Crispin Porter + Bogusky spot for US retail chain Old Navy that’s amusing, but the digital integration allowing consumers to create a mannequin version of themselves is also inspired.
Of course it helps if you have a spare $100,000 to give away as part of the promotion.
Where do all the old supermodels go? To online video chat rooms? Or have they saved enough money to spend time constructing mannequins of themselves? Sometimes I think the Internet is evolving into a haven for exhibitionists and narcissists.
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OldNavy is a chain owned by Gap Inc. along with BananaRepublic, Athleta and Piperlime.
their advertising budget is well over US$200M annually, so a $100K giveaway isn’t a problem — why then would they opt for unpaid mannequins in lieu of real models? simply to reinforce the image of the OldNavy brand as a budget-conscious-shoppers store, their clothing is moderately cheap (with fabric that often won’t last 2-3 washes), and their whole image centres around that idea. Gap’s house brand obviously targets a very different demographic.
incidentally, they are expanding their chains into Australia in the near future — you can expect ultra-bland, conservative clothes (think CottonOn) at prices comparable with CountryRoad.
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