David Fincher Spots Expand on New W+K Gap Campaign


By Patrick Coffee Comment

The hottest story in the ad world today concerns the newly-released TV components of a campaign that had a few scratching their heads last week: W+K’s “Dress Normal” for new client Gap.

These ads, directed by David Fincher, add a bit of narrative heft to a campaign previously consisting of celebrities in everyday poses. The first one, “Golf”, elaborates on the “it’s OK if your clothes are a little boring” theme with a bit of spontaneously unconventional romance:

Three more and credits below.

“Drive” reminds us that the act of taking off one’s pants can be both overly dramatic and (shocker) kind of hot:

“Kiss” is the cleverest of the bunch, playing off the inherent awkwardness of an extended glimpse into moments of (supposed) intimacy with a moment of cheeky self-awareness.

It’s also far shorter and less cloyingly pretentious than “First Kiss” (though it almost certainly won’t match that video’s 90 million views):

Finally, “Stairs” shows how far a given man will go to reach his goal — no matter how “normal” her outfit happens to be.

We just hope the protagonist in that last one walks back down the stairs to retrieve his shirt. As “normal” as it may be, it still wasn’t free.

Media response to the campaign has, so far, been very positive. HuffPo calls it “better than most of the feature films released this month” while Vanity Fair says it’s “undeniably adorable” and Gap’s CMO tells Mashable that the campaign was designed to “sort of jump into the middle of the story, skipping the beginning and leaving out the end.”

Most important question: are these ads more believable than Fight Club?


TV SPOT: Golf, Drive, Kiss and Stairs


DURATION OF CAMPAIGN 9/1/14 – 11/1/14


Executive Creative Directors Susan Hoffman & David Kolbusz
Creative Directors Stuart Jennings & Susan Hoffman
Copywriter Sheena Brady
Art Director Kim Haxton
Head of Content Production Nick Setounski
Executive Producer Alison Hill
Producer Lisa Delonay
Brand Strategist Erik Hanson / Hayley Parker
Account Team Tamera Geddes, Dipal Shah, Patty Ehinger
Business Affairs Lisa Quintela


Production Company Reset
Director David Fincher
Executive Producer/COO Dave Morrison
Executive Producer Jeff McDougall
Line Producer Laura Miller
Director of Photography Jeff Cronenweth
Production Designer Don Burt
Costume Designer Trish Summerville


Editorial Company Work Editorial Inc.
Editor Kirk Baxter
Post Producer Sari Resnick
Post Executive Producer Erica Thompson 
Editorial Assistant Nate Gross, Mike Horan, Billy Peake 


VFX Company Mill LA / Mill NY 
Sr. Exec Producer Sue Troyan
Producer Dan Roberts; Coordinator: Jillian Lynes; NY Producer: Clairellen Wallin
2D Lead Artists Tim Davies, James Allen
2D Artists  Robert Murdock, Tara Demarco, Timothy Crabtree, Jale Parsons; NY 2D Artists: Brandon Danowski, Jamin Clutcher 


Telecine Company Light Iron
Colorist Ian Vertovec


Mix Company Sound Lounge
Mixer Tom Jucarone
Sound Designer Tom Jucarone
Producer Vicky Ferraro


Song “L’amour LaMort”
Artist Martial Solal


Song “Wait A Minute”
Artist performed by Eddie Ray /licensed by Bank Robber


Song “Kiss”
Artist David Holmes


Song “Inner Babylon”
Artist written by Shabaka Hutchings /performed by Sons of Kemet