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’Jeans Take Shape’ This Fall At Gap


New Integrated Marketing Campaign Marks Gap’s Return to TV Advertising

SAN FRANCISCO – July 17, 2006 – Beginning this week, Gap is back on television for the first time in almost a year with a denim focused marketing campaign called “Jeans Take Shape.” The campaign, which features a range of denim styles and silhouettes available at Gap this fall, is comprised of television, print, radio, outdoor and online elements.

“This fall, Gap jeans are all about the silhouette,” says Trey Laird, creative director of Gap. “It’s not about any one wash or particular fit, the news is about Gap’s variety of denim styles and range of washes. For the ‘Jeans Take Shape’ ad campaign, we shot different models and dancers in various looks to bring out the attitude of each denim style.”

Gap’s fall advertising campaign focuses on denim with a whole new energy and attitude. Filmed by acclaimed director Francis Lawrence, the television campaign features dancers wearing different denim looks including Gap’s new skinny jeans, mini skirt and long-sleeved shirt for women and dark, straight leg jeans and jackets for men. As each person dances, their look transitions from one outfit to another illustrating the range of denim silhouettes available at Gap this fall.

The ‘Jeans Take Shape’ television spot is shown in black and white with each denim silhouette highlighted in denim blue colors. The spot is set against Gap’s classic white background and features innovative graphics inspired by graphical treatments used in Gap ads in the ‘70s. Breaking on July 20, the 30 second spot will run in top markets and on national cable networks through August 17. Laird+Partners, Gap’s creative agency, developed the campaign, which was filmed in New York City.

Photographed by famed fashion photographer David Simms, Gap’s ‘Jeans Take Shape’ print campaign mirrors the TV ads and highlights denim silhouettes in pops of denim blue colors against a black and white background. The print campaign also contains graphics that illustrate the names of Gap’s popular denim fits for fall including ‘the skinny’, ‘the boyfriend’, and ‘the mini’. Print ads will run in August issues of magazines including Vanity Fair, Vogue, In Style, and Rolling Stone.

The integrated marketing campaign also includes radio advertising that will run in select markets from July 19 through July 30, as well as outdoor elements. Unique in-store customer events will coincide with the campaign to energize customers and help them connect with their favorite music this fall. On Thursday nights throughout July and August, customers will be able to check out Gap’s new jeans, denim jackets, skirts and more while listening to popular bands perform in select Gap stores. From the Plain White T’s in Chicago to Graham Colton with Joe Purdy in Los Angeles, Ronnie Day in San Francisco and Matt White in New York – customers will have the chance to see some of their favorite up-and-coming bands play in an intimate store setting this fall. For more information on in-store concert dates, Gap’s fall denim collection and to view Gap’s ‘Jeans Take Shape’ TV ad, check out anytime after July 19.


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