Who remembers GAP for their bright, light-hearted commercials featuring people like Joss Stone with colourful typography and dances? I even wrote an essay in university about GAP’s branding fail and decline in the 00s but it’s nice to see the brand turn it around. A new direction and positioning, moving away from being known as the family brand to one that appeals to the younger generation, the 20s- 30s. With smart moves such as the Best New Menswear Designer capsule collections in the past few years, it’s nice to see the brand push the boat a little further with their new campaign. The four films have been directed by one of the greats, David Fincher takes a film noire snapshoot look into guys and girls pursuing each other, quite light despite the heavy B&W which ties into the product being pushed: Black Denim. With lines like “Dress like no one’s watching,” “Simple clothes for you to complicate” and “The uniform of rebellion and conformity.” – pay the copywriter, he/she’s done his job well. The film is what makes it authentic, no celebrity featured but a famous director and a step in the right direction. Watch after the cut.
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