Gap Goes Highbrow?

Gap has launched its latest campaign, centered on the inside world of its 1969 denim line. There are ads, but rather than having the look and feel of a commercial, they’re behind-the-scenes interviews with the design team.

“A series of more than 30 short ‘documentaries’ attempt to capture the vibe at Gap’s denim studio in Los Angeles,” writes Adweek. “The videos are still slickly edited and very much on message, mixing the earnest cheerleading of any brand spokesperson with the deliberate authenticity of reality television.”

Following a tough period that saw leadership changes, a logo fiasco, and slipping sales, Gap needs to get its mojo back in a big way. We’re just not so sure this will do the trick.

People do love denim. No doubt about that. But I don’t know how interested people are in the process of making denim. And I can’t quite put my finger on how these ads (there are a few on Adweek in addition to the one up top) tie back to the Gap brand.

Unless Gap is going in a different direction? The Fashionista blog notes that when it visited the Los Angeles design studio featured in the ads, there were “new ideas” and new materials on display.

In addition to the ads, there’s a taco truck going around in different cities offering free treats to people wearing Gap items. And the clip ends with a call out to the Facebook page, which feature the clips and info about the line.

Color me old-fashioned, but I liked the old Gap image — less fashion school and more fun. For a shop that’s in virtually every mall in America and many street malls outside the U.S., the old marketing tied Gap with its accessibility. I mean seriously, look at this clip below and tell me you don’t want to pull out a pair of their jeans and dance a jig?