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Gap starts mktg campaign 'Jeans Take Shape'

18
Jul '06
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 adsin the '70s.


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