MODERNISTA! Back in Gap | Adweek MODERNISTA! Back in Gap | Adweek
Advertisement

MODERNISTA! Back in Gap

Advertisement

Juliette Lewis and singers Carole King, Nikka Costa and Cherokee make appearances in a fall TV campaign for the Gap.

The commercials break Wednesday and employ the themeline "My first love." A half-dozen TV spots were produced and will run through October. Some print and outdoor elements have already begun to break.

"We showed both emerging and established artists revealing their first loves that helped define their individuality," said Gap representative Rebecca Weill.

One spot shows Cherokee doing a version of AC/DC's metal anthem "Back in Black." At the end of the spot she says, "My inspiration: Angus Young." The stars were allowed to pick their own outfits and contribute some creative ideas.

Ray Liotta, Giovanni Ribisi and Oscar winner Marci Gay Harden are among the celebrities appearing in print ads.

Modernista!, Boston, crafted the $30-40 million campaign and will also fashion the Gap's year-end holiday campaign that will break in November.