Chandelier Creative changes the formula a bit in its latest campaign for Old Navy.
Following a holiday campaign starring Portlandia duo Carrie Brownstein and Fred Armisen, the new effort features a larger ensemble than previous campaigns starring Julia Louis Dreyfus and Amy Poehler, an approach hinted at in November’s “Snoopin’ Around” spot. Silicon Valley’s Kumail Nanjiani, who appeared in that spot alongside Dreyfus and Snoop Dogg, is back, joined by current and former SNL cast members Cecily Strong, Jay Pharoah and Nasim Pedrad.
All four appear in the 60-second spot promoting the brand’s #NeverBasic tees, in which Nanjiani explains what he looks for in a t-shirt: “right sleeve, left sleeve, neck hole.” They play a variety of fairly stereotypical characters (think California surfer, burned-out hippie, etc.) who all appreciate a line of shirts for which “basic” is a fairly accurate description.
We appreciate the agency changing things up, though the spot above tries very hard to cram as much as possible into its 60 seconds. (We do also appreciate the t-shirt specifications we have in common with Nanjiani.)
There’s also a 30-second version of the ad and some 15-second improv spots, each exploring one of the characters.
Client: Old Navy
Agency: Chandelier Creative
Creative Director: Lena Kuffner
Creative Director: Richard Christiansen
Executive Producer: Sara Fisher
Account Director: Eileen Eastburn
Senior Account Manager: Olivia Kaufman
Producer: Gulshan Jaffery
Production Coordinator: Camilla Rothenberg
Production Company: Prettybird
Director: Matt Piedmont
Executive Producers: Ali Brown
Director of Photography: Giles Dunning
Editorial: Cut + Run
Editor: Jay Nelson
Executive Producer: Amburr Farls
Telecine: Color Collective
Colorist: Alex Bickel
Executive Producer: Claudia Guevara
Audio Post: Sonic Union
Mixer: Mike Marinelli
Finishing: MPC NY
Executive Producer: Camila De Biaggi
Finishing Producer: Matthew Loranger