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Advertising & Marketing | AD REVIEWS / DENISE GELLENE

Understated TV Spots Show Off Gap Khakis

AD REVIEWS: Ads are rated from $ to $$$$, based on tastefulness and probable effectiveness, with $$$$ being highest.

April 23, 1998

Advertiser: Gap

Agency: In-house

Challenge: Develop a campaign for khakis that draws attention to the pants while keeping the simple, understated style used in ads for Gap jeans.

The Ads: Three TV ads show people against a white background, as do Gap jeans ads. Unlike jeans spots, the ads don't use well-known celebrities, giving the khakis center stage. One ad shows khaki-clad skateboarders and in-line skaters gliding and twisting to music of Crystal Method. A legend explains: "Khakis rock." An ad with hip-hop dancers demonstrates that "khakis groove," while a commercial with swing dancers illustrates that "khakis swing." All the spots end with the Gap logo.

Comment: With its first-ever TV ads for khakis, Gap raises the stakes in its battle for sales with Levi-Strauss' Dockers. By showing active people, Gap associates its khakis with youth and energy, while conveying that the pants are comfortable for any amount of stretching and bending. The simplicity of the spots is attention-getting and allows the product to shine. $$$

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