Old Navy Announces Six Finalists In Nationwide Search For New Canine Mascot
America to Vote for Old Navy’s Next Spokesdog
SAN FRANCISCO – June 23, 2006 – Old Navy announces the six finalists in the brand’s nationwide search for a new canine mascot. The finalists have been selected by a panel of celebrity judges as possible replacements for the much-loved mutt, Magic, a canine “spokesdog” who appeared in Old Navy’s advertisements in the late nineties. Now America will choose the winner – Old Navy is asking customers to “vote for the dog they dig” at www.oldnavy.com/magic from June 23, 2006 through July 7, 2006.
One of these six dogs will go on to star in upcoming Old Navy advertising and, like the original, become part of the brand’s history:
• Cooper “The Athlete,” Plano, TX
• Bean “The Live Wire,” Emeryville, CA
• Data “The Prankster,” Freeland, MI
• Paco “The Free Spirit,” Venice Beach, CA
• Josie “The Sweetheart,” Mesa, AZ
• Sandi “The Bandit,” Bartlett, IL
A panel of celebrity judges – including Katherine Heigl (“Grey’s Anatomy”), Alfre Woodard (“Desperate Housewives”), Malcolm David Kelley (“Lost”), Kristin Chenoweth (“RV” and “The West Wing”), Betty White (“Golden Girls”) and celebrity dog trainer Andrea Arden – selected the finalists from more than 120,000 entries, based upon appearance and personality from each dog’s online profile.
“Magic was a very special part of the Old Navy brand, and we’re thrilled that so many customers entered their dogs in the search,” said Susan Wayne, executive vice president of Old Navy marketing. “The enthusiasm has been overwhelming, and we can’t wait to see who is selected as our new mascot.”
From June 23, 2006 through July 7, 2006, the finalists will be featured in more than 950 Old Navy store locations throughout North America. During that time, customers can vote for their favorite pooch online at www.oldnavy.com/magic. Each person is eligible to vote once every day during the two-week voting period. In addition, several voters will be randomly selected each day as instant winners to receive a $10 Old Navy appreciation card to be used toward their next purchase.
“All six finalists display a special blend of charisma and confidence, ” said celebrity dog trainer and Old Navy panelist, Andrea Arden. “Each of these dogs has a distinct look and attitude, but it’s up to America to select the dog they feel is the best mascot for Old Navy.”
From April 24, 2006 through May 29, 2006, the search for the new Magic was open to dog owners throughout the U.S. and Canada. Contestants submitted their dog’s photo and personality profile online or by attending one of four casting call events held throughout the month of May. Thousands turned up at the events to get their photos snapped and to enjoy dog treats and activities. In addition, Old Navy made a series of financial donations to local animal charities in each city of the Canine Casting Call tour to help animals in those communities.
Magic first appeared in an Old Navy back-to-school campaign in July 1995. He went on to star in more than 60 ads, becoming an icon for the brand. Magic co-starred with the late style icon, Carrie Donovan, as well as actors and personalities like Morgan Fairchild, Ivana Trump and Liz Smith, among others. His last appearance was in the Spring of 2001.
For more details about the contest and to vote, please visit www.oldnavy.com/magic. Don’t forget to vote for the dog you dig!
Since its founding in 1994, Old Navy has provided its customers with on-trend fashions at amazing prices. From graphic tees and cargos to the latest styles and washes in denim, Old Navy delivers accessible fashion for women, men, kids and baby in a bold, fun shopping environment. Special lines such as maternity and women’s plus sizes are available at select Old Navy stores in the U.S. and Canada, as well as online at oldnavy.com. Old Navy is a division of Gap Inc. (NYSE:GPS). For more information, please visit the media section of gapinc.com.
For images of each of the six finalists, please visit the media section of gapinc.com.
NO PURCHASE NECESSARY. A PURCHASE WILL NOT INCREASE YOUR CHANCES OF WINNING. LEGAL RESIDENTS OF THE 50 UNITED STATES (D.C.) AND CANADA 18 YEARS AND OLDER. VOID IN QUEBEC AND WHERE PROHIBITED. Promotion begins on April 24, 2006 and ends on July 7, 2006. Upload Phase ends on May 29, 2006 and Voting Phase ends on July 7, 2006. For Official Rules, prize descriptions and odds disclosure, visit www.oldnavy.com/magic. Sponsors: Old Navy, LLC, Two Folsom Street, San Francisco, CA 94105 U.S.A. and Old Navy (Canada) Inc., 60 Bloor Street West, Suite 1501, Toronto, ON M4W 3B8.
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