Audrey Hepburn caught in the Gap
Brand: Gap Skinny Black Pants (Gap)
Execution: TV
Link: Click Here
Target: Skinny white women
Rating: ***
Reviewer: David
Description:
This spot starts with a clip of Audrey Hepburn in the Paramount film “Funny Face.” In this scene she’s in a Paris nightclub and says, “I rather feel like expressing myself now. And I could certainly use the release,” and starts to dance somewhat absurdly. As she begins to dance she steps out of the club and the movie into a white frame where she dances to “Back in Black” by AC/DC. As she continues to dance, sometimes mirrored with the fram shifting she says, “If a girl wants to dance, a girl wants to dance. It’s a form of expression.” Then she is briefly split into four identical Audreys before she leaps back into the movie frame. Then the spot shifts to the Gap logo against a tan background with the “The Skinny Black Pant” as the subtitle.
What Works:
This is a visually dramatic spot which follows the pseudo-iPod dance style being evolved for the Gap in its return to television (see our review of the excellent first spot in this campaign, ‘Jeans Take Shape’ here). Audrey Hepburn instantly commands attention as does her shocking step out of the movie frame and into the Gap commercial. The CGI effects are top notch and the entire experience is seamless.
Gap is continuing to do a good job with this campaign at developing an updated visual style which is both a modernization of the classic Gap dance commercials and a badly-needed assertion of fashion leadership for the clothing retailer. This spot is unique and ownable and has continuity with both past Gap efforts and the recent Jeans Take Shape spot.
What Doesn’t:
Gap takes a huge risk with this spot and almost pulls it off. The practice of using dead celebrities to promote brands is controversial and many consumers hate it. This spot intends to walk the line between endorsement and affiliation. The point is to show that Gap is emulating Hepburn’s style rather than the opposite. Even though it’s a good effort, the visual effects will be startling and offensive to some consumers. Audrey Hepburn is a cherished cultural icon and pairing her with the Gap (or with AC/DC for that matter) may strike some as heresy.
There is also some particular (and possibly unintended) irony in this spot. In ‘Funny Face,’ Hepburn plays Jo Stockton who desperately wants to meet the beatnick founder of “empatheticalism” (which sagely allows that to understand other people you must put yourselves in others shoes). To do this she is forced to model ultra-chic fashions for photographer Dick Avery. By using this particular clip, Gap compounds the ironic statement of the movie about trends and fashions. Which makes this advertising blog wonder if they were really watching.
Another minor issue with this spot is that it lacks the “Fall into the Gap” tagline which was successfully revived for the ‘Jeans Take Shape’ spot. The tagline helps remind the lapsed Gap-ista of the days when Gap really did lead fashion and we don’t think it should be abandoned so quickly.
Branding Bottom Line:
Sad but better for Audrey Hepburn than reanimation in a beer commercial.
September 12th, 2006 at 4:33 pm
i absolutley love this commercial!
September 13th, 2006 at 10:13 pm
I love this commercial too. I have never researched a brand or a clip in a commercial before this one. I've paid alot of attention to this commercial and automatically knew it was the gap, so it must be working somewhat. hmmm…
September 14th, 2006 at 6:30 pm
I actually didn't recognise Ms. Hepburn, but greatly enjoyed the commercial (leading me to look it up and find this blog).
It's been thirteen years since Ms. Hepburn died. If it had been more recent, I'd agree it would be bad idea to do this, but by now, I think it may be okay. But, then again, I'm not a major Hepburn fan, obviously. Perhaps I'm not the best meter of potential backlash.
September 15th, 2006 at 12:37 am
This ad will not negatively impact GAP.
Any consumer who views this commercial and finds it "startling and offensive," isn't shopping at GAP…
They may remember who Audrey Hepburn is and belive this ad to be "heresy" but they're not a part of GAP's market share…
September 15th, 2006 at 1:38 pm
The Gap should be ashamed of themselves. It's a desperate attempt by a desperate company to align itself with someone classy and fashion-forward.
To make an elegant woman who is no longer alive (to agree to such a thing) dance around like a paper cut-out puppet is unforgiveable. It is a very well executed spot and the basic visual idea is very clever. At one time the Gap tv spots were about mirroring pop culture, but some years ago it became completely about selling stuff. It's in very bad taste.
September 15th, 2006 at 2:33 pm
I totally despise it, and like you I wondered if they really had been paying attention to the movies plotline.
September 15th, 2006 at 5:37 pm
I think these comments all point out the cognitive dissonance that I was having with the commercial. I wanted to like it but at the end was just too offended by the reincarnation of Audrey Hepburn as a pants salesperson.
Thanks for the celebrity comment from Dabitch (of Adland fame) by the way.
David
September 15th, 2006 at 9:31 pm
The "Gap Skinny Black Pants" ad is visually stunning. That is the most important element of this commercial. The Gap audience won't know Audrey Hepburn and certainly have not seen "Funny Face" though their grandparents did. There will be no backlash and viewers will not catch any "irony". They will only enjoy it for what it is and perhaps try todownload it to their iPods.
September 17th, 2006 at 3:40 am
scotty who thinks people who don't like this aren't part of GAP's target market is not only using a defesive argument so old it predates Audreys career, but he is also incorrect. I'm GAP's target market twice over, regular GAP and baby GAP. I'm the right age, the right income and the right style. To top it all off I'm even currently looking for skinny black pants! They are targeting me, and women like me, and missed by a mile.
You however scotty, aren't the one they wish would slip into their little black jeans (assuming "scotty" is male). For that ad they'll reanimate Joey Ramone and have him hop around to "Prince Of The Punks".
September 17th, 2006 at 9:28 am
At least she's not dancing with a vacuum cleaner like was done with Fred Astaire.
Still, I do have trouble with the fact that someone as classy as Hepburn is shilling pants for Gap. That said, it is visually interesting and well-edited. And I guess it's not as horrid as she's being used in a spot to promote pants named after her. But I don't know…I'm guess I don't loathe it but I'm not totally fond of it either.
September 17th, 2006 at 1:40 pm
The best part about the ad is that the particular song "back in black" is about the undead corpse of the dead former lead singer Bonn Scott coming back to rock and roll (and abuse cats). It is hilarious subversive humor as they raise the corpse of Audrey Hepburn to shill pants.
September 17th, 2006 at 6:21 pm
Dabitch echos me almost perfectly, right down to being in the market for skinny black pants (just no BabyGap for me) and yes, this ad makes me ill. Many, many women of ALL ages are Audrey H. fans and will indeed be offended by this use of her image.
However, as disgusted by this ad as I am, the biggest miscarriage of this ad has been Barbara Lippert's comment on adweek.com, when reffering to Ms. H having been the original waif:
"Unlike the anorexic/drugged-out bony model/actress crew of today, however, she actually starved as a child during World War II in Europe! How's that for size 2 cred?"
Sigh.
September 19th, 2006 at 7:06 pm
I do shop at the GAP and I am horrified at this commercial. I think the commercial is poorly done (Audrey Hepburn? AC/DC? Give me a break). I've also noticed that every time it's on TV, the ad cuts off about 2 seconds before the end so it sounds like it's "I'm BACK in BLAAAH!" Makes the commercial look cheap. It's to the point where when the commercial comes on TV, I have to turn. I can't bear to watch it.
Audrey Hepburn is iconic for her grace and chic style, not because she traipsed all over town in GAP clothing. The commercial makes the GAP come off as looking like desperate Audrey groupies. In their dreams.
September 19th, 2006 at 7:15 pm
I admire Audrey Hepburn, who was both a great philanthropist as well as an elegant performer, and I love watching this ad. I do see the moral case made by the person above who refers to using Hepburn as a puppet, but somehow I find the ad morally appealing. It seems a tribute to her and not a mere use. I love the fact that millions of young people will see her charm and grace through this medium, people who may never see one of her films.
September 20th, 2006 at 8:52 am
Complain as you might, there are three positives to this commercial:
1. Gap made a donation to the Audrey Hepburn Foundation, which continues to support the causes that Hepburn spent the last years of her life advocating.
2. This ad might get some kids who never saw "Funny Face" to watch the movie and possibly encourage them to appreciate older movies that don't star will Ferrell or show someone mutilating themselves.
3. The ad is just too cool. I'm not an Audrey Hepbrun fan, but I'm going to Netflix this movie to see the scene in context. That's because of this ad.
September 20th, 2006 at 10:11 pm
I think the animation is amazing and i love the dancing…I agree with Jane, I'm definately going to see Funny Face now and I'm so glad that they are donating money to the foundations. I've only seen a couple of Audrey's movies but of the ones I've seen I've loved them, but I would not say I was a fanatic.
September 21st, 2006 at 9:16 pm
Although the idea of soiling such a sophisticate as Audrey Hepburn with the crass, coarse music of AC/DC should not appeal to me, I can't help but be taken in by this ad. Maybe it's because I love the crass, coarse music of AC/DC and also love Audrey's funny faces. This is a very striking juxtaposition of pop culture and it works for me.
Oh, yeah. I NEVER shop at the Gap. I just don't and never will.
September 21st, 2006 at 9:57 pm
I think this ad is fantastic and can't get enough of it. The transition from the movie to the comercial is flawless and in all honesty, is someone going to watch a thirty second commercial and analyze the true meaning of the particular song and the movie combination? Absolutely not, atleast not a strong majority of the population. The ad does what it's supposed to do. While you're anxiously waiting for Desperate Housewives to come back on you remember this ad and it makes you want to buy the pants. Unless you're overweight….sorry fat girls, apparently GAP doesn't make clothes for you.
September 22nd, 2006 at 3:24 am
[...] I’m certain that Gap’s new advertising featuring Audrey Hepburn will play extremely well with Gap’s elderly, homosexual male customer base. Except of course when the music switches to AC/DC’s “Back in Black,” which is clearly targeted to Gap’s other big audience: middle-aged, heavy-metal fans who still occasionally like to “rock out, man.” [...]
September 22nd, 2006 at 11:42 am
THe commercial is actually quite effective. Skinny was almost retro with the J-lo shapely craze. Now skinny is back so all those females that are thin, with slighly smaller posteriors, can step out fashion. I don't believe this commercial dishonoured Ms. Hepburn at all. Good job GAP! Please mail me my check now…
seriously…excellent commercial.
September 23rd, 2006 at 10:39 am
"Now skinny is back so all those females that are thin, with slighly smaller posteriors, can step out fashion."—-When did skinny go out??? Everywhere I shop, GAP included, skinny is everywhere!
As for the commercial, I have mixed feelings about it. I think its a pretty cool idea and I like the music and movie transitions. However, I am not thrilled about Audrey Hepburn being a spokesmodel for GAP. I adore her and, personally, I feel she is above the GAP and much too elegant to be associated with them. To say a person who finds the commercial "startling and offensive isn't going to be shopping at the GAP" is completely inaccurate. I'm still in the GAP's marketing range as are my friends and we don't feel Audrey Hepburn should be a GAP icon.
September 25th, 2006 at 11:28 am
I see little wrong in using Audrey in the promo, but let's face it – Audrey would be chastised for being too thin in today's world. GAP is promoting these pants for women who are 5'10" and 105 lbs.
September 26th, 2006 at 7:18 pm
A great commercial and I think a tribute to Audrey, her looks, her style, and her lovely persona that has not been equaled in Hollywood since her passing. I hope her fans relish this reemergence of this lovely lady in today's spotlight, I know I do. Both of my children called me to ask if I had seen the commercial and wanted to be sure it was Audrey. I loved confirming to them it was.
September 27th, 2006 at 9:13 am
Well, I for one,think the ad is amazing. Its lovely to hear Audrey's voice and seeing her dance again.
I have not analyzed the commercial as others have done…I am just enjoying it every time I see it.
September 28th, 2006 at 9:13 pm
Without peer, the WORST and MOST annoying commercial I have ever seen. This ad grates on you like scratching a chalkboard. Another example of a lame store trying to be "hip" Every time it comes on, and that's a lot, I IMMEDIATELY change the channel and feel like screaming! I will now PURPOSELY avoid The Gap
September 28th, 2006 at 6:41 pm
Art abounds in wonderous form every where one is willing to look. Often times however, there are those who take advantage of opportunity to present themselves in the form of an authoratative critic. (I am recalling what they said opinions were like. (…and everyone having one…)
In my opinion this is a great commercial. It got my attention and I found it enjoyable. I will be renting this movie soon. (I doubt I will get any Gap jeans though.)
September 29th, 2006 at 8:38 pm
I have to say, I find it interesting that people get so upset about this commercial. I've been on several forums, and the outrage over 'selling out' audrey hepburn is a bit silly. I mean it's cute to take up the defense of a rich and famous (and dead) movie star who most likely wouldn't have cared too much if you were in a skinny black pants commercial. This may just be my opinion, but you really can't sell out or de-class someone who is already rich and famous and starring in hollywood movies and loved by shitloads of people. Selling out usually refers to, well… selling out I guess. I don't mean to offend the hard core fans out there, but Audrey sold out the minute she signed her first hollywood contract.
And another thing, I find it a bit pretentious to refer to Audrey and her sophistication and style as if sophistication and style are a thing of the common man and destroyed by a rather clever and visually interesting commercial. The irony is, is that anyone as rich and classy as Audrey Hepburn wouldn't be caught dead anything less than very expensive designer clothes. If that's what pisses you off, then I seriously feel sorry for you if you think that rich people advertising things for people of a lower income is offensive and somehow derogatory to the wealthy and sophisticated.
I, like many, think Audrey Hepburn is beautiful and classy, but you know, I live in a big city and I see beautiful and classy women everyday who aren't rich or famous and nobody gives a shit about what they are doing. I also see normal people who aren't rich, aren't classy, and are fairly uneducated and don't have time or funding to get pissed off about and complain about something they saw in between tv shows. I really have to ask, is this something worth getting mad about?
September 30th, 2006 at 12:25 am
This commercial definitely caught my attention thanks to The GAP. I can't wait to watch this movie now. Audrey is an icon! The GAP is an amazing job on this one.
September 30th, 2006 at 1:09 am
I have never google dialog from an ad (how I got here), so purely from a marketing analysis, something in the ad works for at least some segment. (No ad is target to everyone Joe et al, they are targeted to limited subsets).
What I find remarkable is that we live in world where you can google "I rather feel like expressing myself" and hit a lengthy blog of commentary on an advertisement for denim. I mean this optimisically, not cynically — because it is also true that public discourse on much more weighty topics abounds as result of the net.
We are remarkably gifted to live in times like these. This is the Guttenberg press on super Bond-esque steroids.
D
October 1st, 2006 at 8:32 pm
I was sitting here watching TV and this commercial came on yet again.
I was once again annoyed that I could not understand what she was saying, where the clip was from, or what the point of it really was.
This post contains exactly what I wanted to know and then some.
Thank you for the excellent information.
Bill
October 2nd, 2006 at 8:04 pm
I think this commercial does nothing but make one realize what a beautiful woman Audrey Hepburn was. I knew very little about her and saw very few of her films. Now I am definitely interested in seeing more of her movies.
October 3rd, 2006 at 3:48 am
I find this commrcial strangely mesmerizing. I've never looked for info on any commercial before this one. I hope the firm that made it gets some type of an award.
October 3rd, 2006 at 1:00 pm
[...] What Doesn’t: The problem with the Yahoo! ‘Garden’ spot (which is also a problem with ‘Recall’) is that the plot device it uses to grab the viewers attention is so shocking that it distracts us from the premise of the spot and makes it harder to form the brand association with Yahoo!. In the case of ‘Garden’ this may be a good thing, for while teen viewers and a few adults may appreciate the cheeky sense of humor on display when the family dog Scruffy emerges from the ground, others will be shocked and offended. This advertising blog appreciates ads that take risks, but there is always a fine line to tread and in this case we think that Yahoo! has stepped across. This may make the spot a viral favorite, but it will also leave many people standing slack-jawed in shock after watching the commercial. This will not help a brand seeking to surge past Google as the provider of choice for search, news and mail online. Our feelings on this spot in many ways parallel our views of the GAP spot using Audrey Hepburn which has generated a great deal of controversy. Controversy may be a good thing in general for brands which need to be remembered above all, but it was probably not the outcome GAP was hoping for. Similarly, Yahoo! wants to be remembered but it also needs to get its message through. The shock of seeing a dog resurrected in a cheery commercial (and the shock of seeing people ejected from their cars by faulty airbags in the ‘Recall’ spot) may diminish the message recall even as it immortalizes itself as a bit of dark cultural humor. [...]
October 4th, 2006 at 6:26 pm
As a huge Audrey fan I think she would have gotten a kick out of this ad, and I suppose if we asked her children they would agree. And so what if the Gap uses images of those that have gone on ahead; we all know that Audrey wore black in a classic manner that transcends the world in an infinite way (so why shouldn't she?), so let the ad celebrate that moment in fashion when Audrey helped inspire a classic as timeless. I have personally worn the little black Gap pant since the last incarnation of them in the 90s; they have, and always will be, the classic woman's best friend. Furthermore, as a former fashion buyer/junkie, the genius of putting together classic rock, classic pants, and classic Audrey creates an innovative advertisement in a time when TV ads rarely make clear what they are selling. The Gap should claim success for the ad, and hopefully find success at the cash register—basics good, trendy obsurd! I'm hoping the Gap will return to the basics, adding an occassional twist of trend that spices up the wardrobe now and then. Maybe they should hire me to assist them with marketing ideas—I am pretty astute when it comes to predicting and manipulating what women want to see in an ad.
October 5th, 2006 at 12:30 pm
The first couple of times I saw this commercial I felt ambivalent as to whether Audry Hepburn would want to be remembered for her promotion of Gap clothing. But the commercial is so well done! The more I saw it, the more I came to appreciate how well crafted it was. I now view it more as being in admiration of her memory than anything else. Sadly for Gap, it has made me go out and buy a DVD of her movie rather than their pants. Obviously it has been effective as a tribute to her timelessness.
Furthermore, her family approved it, money has been raised for her foundation, and a new generation is being introduced to this fabulous legend. Certainly the complainers can find a more serious issue to get upset about. Personally, I find it refreshing to see a TV as that isn't gross, obnoxious, our stupid for a change.
As to the issue of clothing and sophistication, wasn't it Sharon Stone who wore a Gap turtleneck for her presention at the Oscars? Being sophisticated doesn't mean always wearing ultra high priced exclusive designer clothing. I'm not suggesting Ms. Hepburn would have been their spokesperson but I wouldn't find it surprising for her to wear Gap clothing on casual days. Part of her allure was that she was not only elegant but also down to earth and non-superficial. Yes, I believe the Gap has made a worthy and honerable tribute to her memory while also providing funding for her charitable causes.
October 6th, 2006 at 6:29 pm
Curious and out for discussion, I wonder, would those of you who were crritics rather express yourself here from the freedom to watch Audrey Hepburn in the Gap commercial or by watching the US build a multi billion dollar fence…? The former comes with the option to choose to turn the tv off…
October 6th, 2006 at 2:07 pm
[...]    Audrey Hepburn may have window shopped at Tiffany’s, but the Gap says that her fans have been lured inside its own stores, as the style icon’s new ad campaign fills shop windows and television screens this fall.    On Thursday, Gap Inc. cited its Audrey Hepburn skinny black jeans television and print campaign as “supporting improved store traffic in September” that contributed to a less–than-expected overall same-store sales decline of 3 percent. Wall Street had been anticipating a fall of 4.2 percent on average, according to Reuters research.    The television ads feature the waifish Hepburn wearing a beatnik uniform of black turtleneck and cigarette pants in the film “Funny Face” but dancing to AC/DC ’s rock anthem “Back in Black.”    The exuberant ads, evocative of Apple Computer ’s iPod TV campaign, have everyone talking in the blogosphere, and retail analysts on Wall Street wondering whether the campaign can drum up sales for the struggling brand.    In cyberspace, some bloggers gush about the ads while others are offended to see Audrey hawking pants.    “At least she’s not dancing with a vacuum cleaner like was done with Fred Astaire,” wrote “Caff” in a recent response to the ThirdWay advertising blog, a reference to Dirt Devil ads in the 1990s.    Financial analysts weighing in on the campaign give mixed predictions over the ultimate success of the campaign.    While some express skepticism that the target Gap audience of young men and women will even recognize the star, others say the ads bring a jolt of much-needed excitement to the retailer, which has struggled this year with slumping sales and merchandise missteps.    “From a marketing point of view it’s back-to-Gap genius,” said Roth Capital Partners analyst Liz Pierce recently.    A recent Merrill Lynch September sales preview of various specialty retailers noted that the ads “were successful in raising the brand’s profile and cutting through the ad clutter that pervaded this month.”        But on Thursday, C.L. King analyst Mark Montagna noted in a research note that the key issue for Gap merchandise, despite its improvements, was whether it has improved relative to the rest of the market. Montagna noted a “wide gulf between Gap and the more relevant brands of today.” [...]
October 9th, 2006 at 7:39 pm
The retro-cool Audrey Hepburn commercials produced by clothing retailer Gap Inc. have produced a 3% slip in store sales for the month of September. The new report comes as no shock to this blogger.
I’m not suprised as Gap chose the “skinny†black pants to promote their stores as American obesity becomes an ever increasing problem. Many women might have been turned off by the commercials and felt offended that they needed to buy “skinny†black pants as opposed to beautiful form fitting pants.
October 10th, 2006 at 9:47 pm
Did anyone consider that the Gap sales didn't soar due to an economy that is slipping? The economy and fashion don't always have a symbiotic relationship with guarantees. And, sadly, if the full figured gals were offended by the "skinny" pant they need to get over it. If one word sets you off, then you should look for the reason one word annoys you. Is "skinny" the word more offensive than "skinny" the image? Think about it. Fashions come and go with little regard for the size you wear. Fashion is fashion, nothing more. Women of all sizes should wear what they like, what they can, and celebrate fashion in general. There is no room in the world for envying the skinny gals or anyone one else for that matter. WE should celebrate indiduality, independence, and the artistic genius that creates the fashion we love to oggle.
October 22nd, 2006 at 10:32 pm
I shop at the Gap, GapKids, and Baby Gap. The ad annoys me. It seems a bit tasteless, and it's irritating. But I doubt that's why sales slipped a bit. It's the product. I laugh at the stupidity of their marketing department – promoting the skinny black pant that most women hate – even the fairly skinny women. The best advertising in the world won't make smart women wear ugly, unflattering clothes on purpose. And they picked their MOST unforgiving, ugly item to promote. Yeeeeesh. This whole season of bringing back the worst of eighties style dressing is just falling flat all over the place.
December 21st, 2006 at 12:51 pm
I LOVE THIS COMMERCIAL. I am not the so called target audience: aka "skinny white woman" or the so called "right age". I am black, over 50, I remember Audrey and loved her because I was a professional jazz/ballet dancer. As a life long dancer I I am very slim; extreamly slender compared to most but not "Nicole Ritchie, size double "0", gross out skinny" which the term "skinny white woman" seems to refer to these days. AGAIN I LOVE THE COMMERCIAL. I shop GAP often and I think just because it is modern, does not mean it can not be considered classy. GAP styles may be "fun" but they are not OUTRAGEOUS. They have used Sara Jessica Parker in advertisments and she is a class act (and over 40, I beleive). People need to just relax and enjoy the "fun" of the commercial. If I were Audry, I would be pleased.
December 21st, 2006 at 12:54 pm
PS from Karen: I love the skinny black pant, too. I look great in it!
August 25th, 2007 at 1:28 am
First things first: I'm a Audrey Hepburn fan, I don't shop at GAP, I'm skinny, I'm in my early 20s. As to the ad, i don't find anything offensive or anything, in fact it's kinda cool. Though it wouldn't make me go out and buy a skinny pant, it would make me want to see an Audrey movie instead which I find very silly. The fact that Audrey's family has approved of this ad and GAP donated to the actress' charity, i think there is nothing to fuss about. As someone mentioed, it is way better that the ad of Fred Astaire with the vacuum cleaner!
August 25th, 2007 at 1:29 am
First things first: I'm a Audrey Hepburn fan, I don't shop at GAP, I'm skinny, I'm in my early 20s. As to the ad, i don't find anything offensive or anything, in fact it's kinda cool. Though it wouldn't make me go out and buy a skinny pant, it would make me want to see an Audrey movie instead which I find very silly. The fact that Audrey's family has approved of this ad and GAP donated to the actress' charity, i think there is nothing to fuss about. As someone mentioed, it is way better that the ad of Fred Astaire dancing with a vacuum cleaner! Guys, have you any respect for the man?!
October 9th, 2007 at 6:50 am
[...] En este artÃculo del blog ThirdWay Advertising podéis leer más sobre el anuncio, pero desde un punto de vista analÃtico, como cuál es su target, lo que funciona y lo que no funciona en el anuncio (un blog sobre publicidad muy completo e interesante). Tengo que decir que el anuncio está creado para promocionar la lÃnea de vaqueros Skinny Black Pant y por eso que escogieran a Audrey, la más skinny de las skinnies. [...]
November 29th, 2007 at 11:01 pm
I love this GAP commercial. While I did not like the skinny pants craze, this commercial was creative. I did not expect to see Audrey Hepburn in a GAP commercial. I think that overall, this advertisement just works.
December 16th, 2007 at 7:16 am
Ted…
This sure as heck beats reading Playboy in the dark wth a flashlight….
March 31st, 2008 at 4:37 pm
I liked this commercial and don't think it was offensive to Audrey Hepburn or her legacy. I saw this before seeing "Funny Face", and I believe the commercial used the scene in a new and interesting way that wasn't offensive to the movie or the actress. Who cares if GAP used the line out of context? It brought Audrey Hepburn to a new generation of viewers and possibly brought new fans to the icon. Nevertheless, people should go back and watch "Funny Face" to see Audrey Hepburn in her original content, and to see a great movie that showcases the tunes of George and Ira Gershwin.
December 3rd, 2009 at 10:04 pm
[...]    Audrey Hepburn may have window shopped at Tiffany’s, but the Gap says that her fans have been lured inside its own stores, as the style icon’s new ad campaign fills shop windows and television screens this fall.    On Thursday, Gap Inc. cited its Audrey Hepburn skinny black jeans television and print campaign as “supporting improved store traffic in September” that contributed to a less–than-expected overall same-store sales decline of 3 percent. Wall Street had been anticipating a fall of 4.2 percent on average, according to Reuters research.    The television ads feature the waifish Hepburn wearing a beatnik uniform of black turtleneck and cigarette pants in the film “Funny Face” but dancing to AC/DC ’s rock anthem “Back in Black.”    The exuberant ads, evocative of Apple Computer ’s iPod TV campaign, have everyone talking in the blogosphere, and retail analysts on Wall Street wondering whether the campaign can drum up sales for the struggling brand.    In cyberspace, some bloggers gush about the ads while others are offended to see Audrey hawking pants.    “At least she’s not dancing with a vacuum cleaner like was done with Fred Astaire,” wrote “Caff” in a recent response to the ThirdWay advertising blog, a reference to Dirt Devil ads in the 1990s.    Financial analysts weighing in on the campaign give mixed predictions over the ultimate success of the campaign.    While some express skepticism that the target Gap audience of young men and women will even recognize the star, others say the ads bring a jolt of much-needed excitement to the retailer, which has struggled this year with slumping sales and merchandise missteps.    “From a marketing point of view it’s back-to-Gap genius,” said Roth Capital Partners analyst Liz Pierce recently.    A recent Merrill Lynch September sales preview of various specialty retailers noted that the ads “were successful in raising the brand’s profile and cutting through the ad clutter that pervaded this month.”        But on Thursday, C.L. King analyst Mark Montagna noted in a research note that the key issue for Gap merchandise, despite its improvements, was whether it has improved relative to the rest of the market. Montagna noted a “wide gulf between Gap and the more relevant brands of today.” [...]