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Anatomy of An Ad: Fall Into The Gap
12
Transcript
WHAT THEY WERE THINKING
- GAP's signature was minimalism
- GAP featured celebrities in their print ads since the early 1980s
- GAP clothes were simple and basic and were perfectly offset by recognizable personalities
- Placed focus on the personalities, rather than the clothes
- Reinforce the idea that anyone could "be themselves" and "have their own style" in GAP basics
- Set GAP apart from it's main competitor, Levi's, whose 1997 ads were flashy, loud, colorful and chaotic
- Capitalized on what was going on in the culture
ANATOMY OF AN AD:
Fall Into The
WHAT WAS HAPPENING
Minimalist Fashion
Carolyn Bessette Kennedy - 1996
WHAT WAS HAPPENING
GAP at the OSCARS
Sharon Stone, Academy Awards -1996
WHAT CAME BEFORE?
1989
1994
THE ADS
1997: This Is Easy Campaign
LL Cool J - April 1997
Lena Horne - December 1997
Point of View Campaign
Who Wore Khakis Campaign
- Marked GAP's return to television advertising
- Created by GAP's In House Marketing Team
- Comprised of three spots featuring LL Cool J, Nikolaj Hubbe and Lena Horne
- GAP was named "Marketer of the Year" in 1997 by Advertising Age
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