Gap Destroys Itself In Preparation For Makeover
During this week's OMMA Conference, Crispin Porter + Bogusky showed some Gap work which aired nly in movie theaters in New York and LA. The :90 spot shows a Gap store being demolished by customers and workers as a sign of the new, aged-up Gap. While one source claims this ad was done by Laird+Partners, the fact Crispin showed it at OMMA sort of dispels the notion they sometimes "bend" the list of credits on a project.
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So, GAP (by way of CP+B) is currently in the process of re-inventing themselves …yawn… oh how very Madonna of them. And, I see, they've taken a cue from Fight Club (which they rented but never read) and created an ad (probably on Macs, no less) wherein all of the uber-chic yuppies trash one of their stores. These people are possessed with a rage usually reserved for the waiter who delivers bad gazpacho. My friends, this is a terrifying glimpse into a world wherein slackers in overpriced khakis stop washing down their Xanax with a Starbucks latte.
Slate had an article on this ad when it came out: http://www.slate.com/id/2132600/ Apparently it was directed by Spike Jonze.
this ad ran a while back...at least two years ago.
OK, OK...forget we ever mentioned it. We still like it. No matter who did it or directed it. And yea, we did know Spike directed it.
Yeah, I remember when they had two versions of this online; one with the music the client/agency wanted, and one with the music Spike Jonze wanted.
Guess who won?
And guess which score was vastly superior?
(Hint: they're not one and the same.)
Truly, who gives a fuck. CP+B does not equal interesting nor good by any means.
Its like everything these guys touch turns to magic. Will these guys ever let up? Its like we've been saying they would for the past 3 years and they're still kicking ass.
The ad feels completely different with that music, but it still works. Yes, I worship at the altar of Spike frigging Jonze.
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