Gap Set for High-Profile Summer Push

LOS ANGELES — The Gap is set to launch a high-profile summer TV advertising campaign, the company said today.

It is the first campaign for the San Francisco-based apparel retailer since it parted with Modernista! in Boston earlier this year. It was developed on a consulting basis by Lisa Prisco, the West Coast creative director behind such previous Gap TV ads as “Khakis swing,” “Khakis Groove,” and “Khaki Soul.”

The three 30-second TV spots feature black-and-white cinematography and promote denim, khakis and the white shirt. Each spot is set to two different ’60s-inspired tunes.

One spot, directed by Cameron Crowe, has Kate Beckinsale and Orlando Bloom in denim as their summer stroll is interrupted by admirers who chase them down the street. Another execution, directed by the Coen brothers, features Dennis Hopper and Christina Ricci in white shirts as they play a game of chess at pool side. A third, directed by Roman Coppola, shows Zooey Deschanel, Scarlett Johansson, Ashton Kutcher and Jay Hernandez riding down an empty city street on bicycles.

Campaign spending could not be determined. The Gap spent about $100 million on ads last year, per Competitive Media Reporting. Broadcast media duties are handled by PHD in New York.

The new ads are expected to break in the U.S. on April 28 during such programs as Law & Order, Criminal Intent and the X-Files, and will also air in the United Kingdom and Canada.

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