The SuperModelquins have been retired. We now have Jennie. Yes, Old Navy, with help from Crispin Porter + Bogusky has given us that perfect marketing tactic: the composite customer. Jennie is defined as “a 25 to 35 year old woman looking for on-trend fashion at great prices for herself and her family.” And the campaign will “connect with her through her love of music and fashion.”
The campaign consists of music and videos produced by music house Honor Roll and directed by Joseph Kahn who is known for producing videos such as Eminem and Rihanna’s “Love the Way You Lie,” and Britney Spears “Toxic.”
The first original video and song which debuts today (though we could swear we saw it last night) is called Super C-U-T-E. And “Jennie” is, indeed, very cute. And very, sexy. And the song? Well as bubble gum pop goes, it’s not bad. Sadly, it’s stuck in our head for the rest of the day.
Old Navy SVP of Marketing Amy Curtis-McIntyre describes the approach saying, “Music is synonymous with fashion for Jennie. What she listens to is as important as what she wears and we are always looking for new and culturally relevant ways to engage with her. By integrating music with Old Navy’s on-trend looks, we build more energy between Jennie and the brand.”
Good riddance to those mannequins. We’ll take Jennie’s flesh and blood curves over molded plastic any day of the week.
