Gap Dancing to New Tunes




Khakis’ ‘Reinvention’ Calls for Go-Go, Soul, Country
SAN FRANCISCO–Gap leaves the sounds of the jump-and-jive swing era behind in a new TV campaign for its khakis which broke during Sunday night’s broadcast of the 71st Annual Academy Awards.
The campaign is the apparel company’s first major TV effort for khakis since last year’s wildly successful “Khakis Swing” work.
This year, the ads again feature young, good-looking men and women of various ethnicities happily dancing in their khakis. This time, though, they are moving to the go-go grooves of the 1960s, the sultry, sexy vibes of soul music and the kick-up-your-heels guitar twangs of a country tune in three new spots.
“This campaign is about the ongoing reinvention of khakis,” said Bob Fisher, president of Gap, San Francisco. “These spots [show] that anything you want to do, you can do in khakis.”
The campaign showcases not only traditional khaki pants, but offers glimpses of related Gap products, such as drawstring capris and khaki skirts.
The spots and accompanying print effort were created by Gap’s in-house ad team, led by creative director Lisa Prisco. Music video directors Mike Mills, Hype Williams and McG directed the TV ads.
The campaign follows on the heels of new khaki ads from Foote, Cone & Belding, San Francisco, for Levi Strauss & Co.’s Dockers brand [Adweek, March 8]. FCB’s work takes a more overtly sexual approach, featuring good-looking men who wear khakis and the women who desire them.