Hoping to emerge from a slump due in part to aesthetically ‘meh’ merch and deal with turning 40 at the same time, Gap is looking to the past to inform the present with a new campaign surrounding its 1969 Premium Jeans line. Arguably inspired by The Boss himself, the brand is using the tagline “Born to Fit” (and a familiar font) for the denim duds, which start at $59.50. So now you can use the rest of your budget for a few other Gap items instead of a $300 pair of Diesel drawls.
Laird & Partners is taking the lead and handling the outdoor/print elements while AKQA took care of the digital stuff including an iPhone app called StyleMixer and a Facebook page. Guess that Gap spokespeople like Sarah Jessica Parker and John Mayer are busy until the holidays, which is when the brand is contemplating returning with TV spots.