Old Navy, which has run TV ads in recent years starring actresses including Julia Louis-Dreyfus and Amy Schumer, is heading in a new direction with a brand campaign themed “Hi, Fashion” that features colorful, lighthearted, poppy vignettes in place of celebrity endorsements.
The work launches today with the 30-second spot below, from agency Chandelier Creative, containing a montage of scenarios that embody what “Hi, Fashion” means. The concept is that Old Navy wants to make fun its own fashion statement.
“We came up with this campaign to really make consumers believe that fashion is fun again,” Old Navy chief marketing officer Jamie Gersch, who joined the company last fall, told Adweek. “While the world may seem tough, and there are days where you can’t believe what’s going on in the world, we just want to put a smile on people’s faces and let them know that Old Navy is the place where fun meets fashion again.”
Gersch came in on the tail end of the celebrity-driven work.
“That campaign has served us really well and was super effective,” she said. “But it was just time to take a step back and say, ‘What do we want to do in the next phase of the brand’s creative platform?’ And we came up with ‘Hi, Fashion.'”
Old Navy’s ads have had a quirky charm going back to CP+B’s days on the account, from 2008 to 2013. In a way, the new work harkens back to that agency’s approach.
“That idea of ‘Hi, Fashion’ versus ‘high fashion’ and taking fashion so seriously—really what we are trying to do is just let fun be the fashion statement, versus you being the fashion statement,” Gersch said. “This is something that’s obviously been core to Old Navy’s DNA for a long time.”
A second spot, “Hi, Rollers,” featuring women and girls skateboarding through a city in Old Navy fashions, will launch later in March. The campaign will extend to social under the hashtag #SayHi.