Laird Freshens Gap’s Ad Approach

NEW YORK Gap on Wednesday said it will launch a TV effort to support its men’s and women’s apparel collections. The spots, via independent Laird + Partners in New York, in conjunction with San Francisco-based Gap’s in-house marketing unit, will break nationally tonight.

Ad spending was not disclosed. The client spent about $90 million on advertising in 2003, per TNS Media Intelligence/CMR.

The commercials will run on all major TV networks and on cable during shows such as Friends, Will & Grace, The Apprentice, The West Wing and The OC.

Italian film idol Raoul Bova, who starred in Gap’s “Tempted” ads last fall, reappears in the new men’s ad. The spot is set to “I’m Free,” which is performed by the Soup Dragons, and highlights Gap’s Stress Free khakis and shirts, a new collection of spill-, stain- and wrinkle-resistant clothing for men.

Three women’s spots feature top fashion models, including Mini Anden and Lisa Winkler. The ads show the women heading to work and enjoying the weekends in Gap’s new cropped pants for spring. The spots are set to Kool and the Gang’s song “Fresh” to convey the energy of spring.