Hot Pants With a Broadway Flair

NEW YORK For a company in the midst of a struggle, Gap’s spring TV effort, slated to launch March 8, has an optimistic attitude.

One spot is set to the classic Broadway show tune “Anything You Can Do, I Can Do Better,” from Annie Get Your Gun. The 30-second spot features actors Claire Danes and Patrick Wilson wearing Gap khaki pants. Laird + Partners, New York, created the commercial.

The push arrives as parent company Gap Inc. has seen same-store sales decline for 10 consecutive quarters and suffered a disappointing holiday season. It is also seeking a CEO. Gap last week said it would shutter its Forth & Towne chain of retail stores targeting baby-boomer women.

The new spot begins with Wilson and Danes onstage. He is wearing a white shirt and khaki pants; Danes wears an oversized white shirt. He challenges her to a dance-off, which becomes increasingly difficult as the spot progresses. Danes wins, snatches off his pants and puts them on herself.

The effort will run through April 4 on national TV including network, cable and syndication. The budget was not revealed. All Gap stores, including Old Navy, spent $405 million on advertising in 2006, per TNS Media Intelligence.

Recommended articles