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.
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