Gap Goes Highbrow?

Gap has launched its latest campaign, centered on the inside world of its 1969 denim line. There are ads, but rather than having the look and feel of a commercial, they’re behind-the-scenes interviews with the design team.

“A series of more than 30 short ‘documentaries’ attempt to capture the vibe at Gap’s denim studio in Los Angeles,” writes Adweek. “The videos are still slickly edited and very much on message, mixing the earnest cheerleading of any brand spokesperson with the deliberate authenticity of reality television.”

Following a tough period that saw leadership