New Broadway Themed Gap TV Ads to Feature Wilson and Danes
By: BWW News Desk Mar. 06, 2007
Set to the classic Broadway show tune, "Anything You Can Do, I Can Do
Better," Gap's latest TV campaign for spring captures a sense of
playful whimsy while focusing on Gap's new boyfriend trouser for women.
The TV spot, starring acclaimed actors Claire Danes (Shopgirl, The
Family Stone) and Patrick Wilson (Little Children, Running with
Scissors), highlights Gap's refreshing, new take on iconic Gap khakis
by marrying fresh modernity and nostalgic charm.Directed
by Jonathan Dayton and Valerie Faris, who were recently awarded a 2007
Spirit Award for Best Director for Little Miss Sunshine, the spot has a
modern look and feel, yet pays homage to Broadway and the great
entertainers of old Hollywood."What's so cool about this
commercial is all the right elements came together -- the commercial
tells a fun story, the cast is amazing and the choreography and dancing
is great," said director Jonathan Dayton. "This commercial feels like
a little, thirty second romantic comedy to me. There's just nothing
better than seeing two people who have great chemistry dance together,"
added Valerie Faris, Jonathan's directorial partner and wife.The
spot begins as a khaki curtain opens to reveal Patrick Wilson and
Claire Danes in the middle of a stage. Patrick is dressed in a classic
white shirt and khakis pants, while Claire wears an oversized white
shirt without pants. With a lighthearted sentiment, Patrick does a
dance step challenging Claire to "dance-off" as the music lyrics
"anything you can do, I can do better" resonate in the background.
Claire responds by matching Patrick's steps with her own flare and the
dance competition continues as each person ups the ante with more
difficult steps. Claire eventually wins as she miraculously -- and
humorously -- snatches Patrick's pants off and puts them on,
reinforcing the inspiration behind the look and feel of Gap's new
boyfriend trouser for women.
"The spot takes an iconic Gap
classic -- the khaki -- and gives it a twist. It captures the fun of
wearing a boyfriend's favorite," said Marka Hansen, president of Gap
North America.Gap's spring 2007 khaki line offers a refreshing
new take on iconic Gap khaki styles. The collection includes a broad
range of laid back, easy khaki silhouettes. The look for women is all
about the boyfriend trouser -- this must-have item for spring is so
relaxed and comfortable it's like the pants were pulled out of 'his'
closet and put into 'hers.'Developed by Gap's creative agency
Laird+Partners, Gap's new spring TV ad campaign is comprised of one
30-second spot. The TV spot debuts on March 8 and runs through April 4
on national TV including network, cable and syndication.
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