Ad of the Day: David Fincher Brings Darkness and Mystery to Gap's Fall Campaign

W+K's four black-and-white spots

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For years, Gap's ads—and its clothes—were all about bubbly, drenching color. But this fall, it's time for a new look in both, as the brand has brought in David Fincher to drain the color, quite literally, from the TV work—and tell enigmatic stories in artful, cinematic black-and-white instead.

Four spots below, created by Wieden + Kennedy in New York as part of the new "Dress Normal" campaign, were released online Thursday (fittingly, perhaps, given their throwback vibe).

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