Old Navy Lets TikTok Write Its Spring Ad Campaign

The retailer will continue soliciting input for future 2022 marketing efforts

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Old Navy, which has taken to calling itself “America’s most democratic clothing brand,” has released a springtime spot inspired by a TikTok post.

Last November, high school senior Samuel Beasley posted a video of himself in class with the caption, “We about to get the most fire Old Navy commercial ever.”

More than 1,300 users responded with what they’d like to see in an Old Navy ad. The clothing brand’s agency of record, the Martin Agency, found Beasley’s TikTok and shared it with Old Navy executives, and ended up using it as inspiration for the spot.

Old Navy said it “gave the people what they wanted and turned virtual commenters into co-creators, creating a commercial entirely scripted by user social media comments.”




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