Gap to spend the summer on a magic bus

Baby boomers have another reason to mourn. Just as Zane Kesey is beginning to restore his father’s old school bus, the one that trundled around the country in a haze in the ’60s, dispensing happy drinks, Gap has announced its own G-rated psychedelic school-bus journey. The clothing company will take its very own “late ’60s-styled school bus” on tour this summer, dispensing T-shirts, hoodies, flip-flops and beach hats, as part of Gap’s “Rock color” summer marketing initiative. They’ve taken out the seats of the bus, built in shelves and, most painfully, installed a cash register near the driver’s seat. That’s the spirit. The campaign, by Gap’s creative agency, Laird + Partners, will also include an in-store promotion and online microsite (which goes live May 1) offering a chance to win summer concert tickets. The “color explosion” will extend to print ads and in-store marketing. Gap apparently has been listening to Zane Kesey. “People think of a bus as transportation,” he said recently. “No. It’s a platform, a way to get your messages across.”

—Posted by Tim Nudd