Mixed feelings about Jonze’s Gap ad

In the Ad Report Card on Slate, Seth Stevenson gets around to reviewing the Spike Jonze-directed “Pardon our dust” Gap ad. His take: “A- for the ad itself, D- for the implementation.” Stevenson thinks the company should have run the ad nationally as part of a general rebranding effort instead of locally as a heads-up about store renovations. He points out that they even could have kept the tagline, “Pardon our dust. The all-new Gap is coming.”