Old Navy is launching its first campaign specifically targeting men today. Previously the major apparel retailer has been appealing to men through its broad family-focused advertising only but now its aim is to target 25- to 35-year-old guys directly.

«We’ve made a lot of changes to our assortment, and we really want to ignite a conversation with that male target,» Amy Curtis-McIntyre senior-VP marketing said. «It’s a big piece of business, and it’s time to speak directly to Mike and not just through his girlfriend, wife or sister.»

According to Ad Age, the main instrument of the campaign are virals ‘Supar Tool’ and ‘Corporado.’ Videos parody the ‘Supar Tool,’ an overly metrosexual man and ‘Corporado,’ a corporate cowboy type who looks weird. The strapline is ‘Dress like a guy. Not THAT guy.’

The videos are distributed on YouTube and Facebook, while print ads will show up in publications including Maxim. Mobile elements is another way to target audience with a game, style-finder, video gallery, store locator and coupons. A third video shilling ‘Jack Ash’ leisurewear hasn’t been completed but could appear this fall. The videos will run online, not on TV. «It’s difficult to reach men for an item of clothing through TV, it’s not particularly effective for us. When a guy’s watching really targeted male TV like sports, they’re not in a mind frame to look at polo shirts or jeans,» said Ms. Curtis-McIntyre.

Ms. Curtis-McIntyre added that the men’s product has gone through significant changes in recent seasons, with the addition of new denim washes and styles, as well as the addition of more tailored shirts and pants.

Though CP&B remains Old Navy’s lead agency, Camp & King and AKQA worked on the new campaign.