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If there ever were a case for injecting fine-art theory into advertising, and vice versa, it's these latest short spots from Gap. The 10 mini-spots, from Wieden + Kennedy in New York, promoting the clothing retailer's holiday gift guide, are so odd—but could totally pass as an MFA thesis or be seen at a gallery in Chelsea.
Gap—which last week rolled out four proper holiday commercials directed by Sofia Coppola, also from W+K—ditches human models here and clothes ordinary objects in its newest threads, aided by some perfectly matched sound effects and tracks.
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