Barbara Lippert's Critique

Last we left Gap’s advertising, a long-haired, barefoot girl in low-rise jeans was dancing in white space-a seemingly improvised ode to spring. Her swaying, hippie abandon had an effect-seeming, at least, to awaken the inner Woodstock in otherwise repressed ’50s guy David Letterman. He became obsessed with the woman, and had her on his show about four times.

Gap has always been the mother of all users of white space. But despite how enjoyable the dance-to-spring ads were, the company had, shall we say, an underperforming quarter.