Banana Republic’s good grammar

Everyday11You  may have noticed Goodby, Silverstein & Partners’ new campaign for Banana Republic, which carries the command “Find the art in the everyday.” We’ve no idea how it’s been received overall, but at least it’s getting praised for its grammar. According to this story at, it deserves praise because it uses the word “everyday” correctly, since a pet peeve of the story’s author is that “everyday” is often used where “every day” is the proper usage. That aside, if you haven’t seen the short film for the campaign (a frame is pictured above), which broke last month, at this URL, it’s worth a look. Set to the song “Mad World” by Tears for Fears (thanks Tim),and directed by Michel Gondry of Eternal Sunshine of the Spotless Mind fame, it’s extremely engaging, if a little high-minded for a clothing retailer. (In fact, seems like it would have made an even better strategy for Goodby client Hewlett-Packard.) Meanwhile, in other Gap, Inc. news, we’re in (at least) day number 11 of the site shutdown, though the page announcing the site’s temporary closure has changed, and now includes a link directing people to places they can donate to victims of Hurricane Katrina. It no longer includes, however, a box in which to type your email address so that Gap can tell you when the site’s back up. Weird.

—Posted by Catharine P. Taylor