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See this Gap ad with Anjelica Huston? How would you describe her look? Stylish? Sophisticated? Exceptional? Not according to Gap, which, as you can see, chooses a more unlikely word: Normal.
"Finding your own version of 'Dress normal' is an art," Seth Farbman, Gap's global chief marketing officer, says of the brand's fall campaign from Wieden + Kennedy New York. "My normal is different from your normal, and that's the essence of the campaign."
That's right, Gap is redefining the concept of normal from that of a collective norm to an individual belief.
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