Old Navy Launches 'Hi, Fashion' Campaign as It Moves Away From Celebrity Ads

CMO Jamie Gersch explains the new direction

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Old Navy, which has run TV ads in recent years starring actresses including Julia Louis-Dreyfus and Amy Schumer, is heading in a new direction with a brand campaign themed “Hi, Fashion” that features colorful, lighthearted, poppy vignettes in place of celebrity endorsements.

The work launches today with the 30-second spot below, from agency Chandelier Creative, containing a montage of scenarios that embody what “Hi, Fashion” means. The concept is that Old Navy wants to make fun its own fashion statement.

“We came up with this campaign to really make consumers believe that fashion is fun again,” Old Navy chief marketing officer Jamie Gersch, who joined the company last fall, told Adweek.



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