Old Navy Announces The Winner Of Its Nationwide Search For A New Canine Mascot
Paco is Named New ’Magic’
SAN FRANCISCO – July 26, 2006 – Paco has that Old Navy magic! Old Navy is thrilled to announce the winner of the brand’s nationwide search for a new canine “spokesdog.” America has chosen Paco − the fun-loving, free-spirited dog from Venice Beach, CA − to be Old Navy’s new mascot, Magic. Paco edged out the five other finalists to claim the title and will replace the much-loved mutt Magic who appeared in the company’s advertisements in the late nineties. The new Magic will go on to star in upcoming Old Navy advertising and, like the original, become part of the brand’s history.
From June 23 through July 7, 2006, customers voted for their favorite of the six finalists online at www.oldnavy.com/magic. Hundreds of thousands of votes were cast during the two-week period for the pooch customers considered to be top dog. All six candidates clearly had avid fans, but Paco stood out early as the leader of the pack.
“The response to our search has been overwhelming and we’re thrilled that America has chosen Paco as our new canine mascot,” said Susan Wayne, executive vice president of Old Navy marketing. “Paco perfectly captures the spirit and optimism of our brand and we’re excited to welcome him to the Old Navy family as the next Magic.”
“From the moment he was rescued from the shelter, Paco’s always had a happy, warm spirit,” said Paco’s owners Olivia Wilde Ruspoli and Tao Ruspoli. “We’re so excited that so many people voted for Paco to be Old Navy’s new spokesdog!”
From April 24 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.
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.
“Narrowing down the huge amount of entries to just six finalists was a really difficult task,” said Betty White. “Paco’s unique look and laid-back attitude stood out right away, and I certainly think America made a great choice selecting him as the next Magic.”
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 including Morgan Fairchild, Ivana Trump and Liz Smith. His last appearance was in the Spring of 2001.
To learn more about the new Magic, please visit www.oldnavy.com/magic.
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.
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