Old Navy plays on nostalgia in the series of its new holiday ads, created by Crispin Porter + Bogusky to reach US consumers, who have emotional connection to the 1980s and 1990s. The brand is to launch five commercials featuring the Griswolds family characters from the popular comedic “National Lampoon’s Vacation” films, which were a real hit two decades ago. The first of them, “Plug in the Pop,” has already arrived to Old Navy’s YouTube channel, with others to be released soon.
Old Navy has introduced an apparel catalogue of the next generation—the casual wear giant has tapped New Kids on the Block pop star Jordan Knight to sing songs about the summer collection pieces, including bikini tops, cargo shorts, dresses and tees to name but a few. Of course, the singing tribute to the seasonal wardrobe is just a joke, devised Crispin Porter + Bogusky, the agency behind the brand’s latest campaign, to add to the ‘funnovation’ atmosphere the brand creates.
This festive season, Old Navy is launching a new apparel collection with a high tech twist. Now is the time when technology is integrated in just everything we see and use, and the clothing is no exception—BMW has proved it by unveiling the vehicle-inspired apparel pieces. The Gap’s brand Old Navy is presenting a new Old Navy’s Techno World range of clothing and accessories “with built-in technology as well as a wide range of technological gadgets,” which is appealing to both brand’s fans and geeks in the USA and Canada.
Old Navy, a popular American apparel brand, has rolled out a web and mobile telenovela, Estilos Robados, or ‘Stolen Styles.’ With this saga, the company aims to reach 20-something Hispanic women that are passionate about fashion. The episodes are to attract their attention with comedy and drama scenes from the life of a hot TV star Isabella Reyes.
Next month, Morgan Spurlock, who is well-known for his shocking ‘Super Size Me’ film ‘dedicated’ to McDonald’s fast food, will present his new documentary ‘POM Wonderful Presents: The Greatest Movie Ever Sold,’ which is all about product placement and sponsored by companies featured in it, to a broader audience. The new work by the acclaimed filmmaker who comes face to face with brands debuted at the 2011 Sundance Film Festival in January with the theatrical release slated for April 22 (in the U.S.).
Old Navy debuted its spring advertising campaign, called ‘Old Navy Records: Original hits. Original styles.’ Starting Thursday, shoppers will experience a new Old Navy as it ventures into pop music and introduces an interactive brand experience. Old Navy invites customers to participate in a campaign rooted in music video commercials and downloadable Old Navy branded songs about the brand’s target customer and the must-have looks of the season.