Gap Separates the Sexes in Fall TV Spots

NEW YORK The Gap this week broke its fall TV campaign, which features separate ads for men’s and women’s clothing, via Laird + Partners.

The New York shop’s three spots for women’s pants and trousers feature Claudia Schiffer, along with other models, walking (one rides a bike) along streets in sunshine and snow, to the tune of Earth Wind and Fire’s “September.” Onscreen copy in two spots states, “The pants of fall.” The other reads, “The new fall trousers.”

An ad for men’s jeans features Italian actor Raoul Bova, who wakes up wearing his jeans, walks around all day in the jeans, and then at night falls asleep in the same jeans. Copy reads, “Broken-in jeans. They only get better with age.” “Tempted” by Squeeze plays throughout the spot.

“We’re really trying to focus in and tailor the message to both men and women differently. Before there was one category for everybody,” said Trey Laird, creative director and partner of Laird + Partners. “The men’s big initiative is to launch these new broken-in jeans, and for women the ads are a continuation of a campaign we started in the spring for stretch pants.”

The spots, which all broke on Tuesday and are running on network and cable TV through September, were directed by Mikael Jansson, who photographed Gap’s celebrity-centric fall print ads that carried the tag, “For every generation,” as well as spring TV spots. Jansson has collaborated with Laird on Donna Karan and DKNY shoots in the past.

Gap’s previous TV effort, which broke in late July, featured Madonna and Missy Elliot touting the San Francisco, Calif.-based retailer’s cropped cords.