LOS ANGELES The first of two spots from Interpublic Group’s Deutsch/LA for Old Navy’s spring apparel breaks tonight on The O.C., The Apprentice and Will and Grace, the client confirmed.
The 30-second “Bermuda” uses the music of the Irene Cara song “Fame” with lyrics singing the praises of Old Navy’s Bermuda shorts (“I’m going to wear them forever”). Dancers representing mothers with their ‘tweens burst out of cabanas on a beach and in their backyard.
Floria Sigismondi of Believe Media, Hollywood, Calif., a veteran of Target ad campaigns and music videos for David Bowie and Christina Aguilera, directed the spot. “She does an amazing job of transforming music into dance, then into something accessible and inspiring,” said Jonathan Finn, a representative of Old Navy, a division of Gap, San Francisco.
Finn said that another spot for an undisclosed spring line would break in about a month “with the same feel and inspiration of an ’80s music video.” That spot, he said, would also target the mother shopping for herself and her entire family of teens and adults.
Karen Costello (art) and Chris Ribiero (copy) are senior vice presidents and group creative directors on the brand for the Marina del Rey, Calif.-based agency.
Old Navy spent $180 million advertising in 2004, per Nielsen Monitor-Plus.
Old Navy Breaks Into Song and Dance
