Gap to spend the summer on a magic bus

Gaprockcolor Baby boomers have another reason to mourn. Just as Zane Kesey is beginning to restore his father’s old school bus, the one that trundled around the country in a haze in the ’60s, dispensing happy drinks, Gap has announced its own G-rated psychedelic school-bus journey. The clothing company will take its very own “late ’60s-styled school bus” on tour this summer, dispensing T-shirts, hoodies, flip-flops and beach hats, as part of Gap’s “Rock color” summer marketing initiative. They’ve taken out the seats of the bus, built in shelves and, most painfully, installed a cash register near the driver’s seat. That’s the spirit. The campaign, by Gap’s creative agency, Laird + Partners, will also include an in-store promotion and online microsite (which goes live May 1) offering a chance to win summer concert tickets. The “color explosion” will extend to print ads and in-store marketing. Gap apparently has been listening to Zane Kesey. “People think of a bus as transportation,” he said recently. “No. It’s a platform, a way to get your messages across.”

—Posted by Tim Nudd

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