NEW YORK Gap said it is planning an ad campaign that will feature actress Sarah Jessica Parker, who has signed a deal to represent the brand throughout the rest of 2004.
She will make her Gap debut in a fall marketing campaign that will break this August, via Laird + Partners in New York, on TV and in print. Financial terms were not revealed.
The client spent nearly $140 million on ads last year, per TNS Media Reporting/CMR.
TV spots will air on all major networks, spot markets and cable beginning in late August, as well as on networks in Canada and Japan. Print work will appear in September magazines on sale in mid-August.
The effort will tie in with Gap's 35th anniversary umbrella campaign, with Parker as the featured player, both alone and in conjunction with other artists.
"Gap has always been about individual style, and no one represents this philosophy better than Sarah Jessica Parker," said Gary Muto, president of the San Francisco-based client, in a statement. "She looks as amazing in jeans as she does in couture. And no matter what she's wearing, she always adds her own style and flair."
He added that for the first time, Gap will be working with a celebrity on a broader scale than a onetime appearance in a print or TV ad campaign.
—Brandweek staff report