Gap is known for its celeb-studded TV spots, which have featured the likes of Juliette Lewis, Sarah Jessica Parker, Joss Stone, Will Farrell, Selma Blair and even Audrey Hepburn romping around in the brand's nondescript apparel.
But after years of hits and misses in the ad -- and, er, leadership -- department, the classic American retailer has decided to ditch the celebrities all together and feature its employees in behind-the-scenes commercials.
Women's Wear Daily reports that Gap has created 30 short videos that it has posted on its Youtube channel, each giving an inside look on how Gap denim is made.
Showing the manufacture process as well as the people behind the designs, the new unvarnished ads try to focus on the 42-year-old brand's story. Seth Farbman, Gap's global chief marketing officer, told WWD, "It's quite a shift [...] We recognize that we have to be more open. We had not done enough storytelling about what was new and different at the Gap."
No, storytelling hasn't been part of Gap's modus operandi. But random celebs who probably never wear Gap, dancing, singing and generally goofing around -- that's the Gap we know and love.
Check out the difference between the new understated approach versus the brand's ads of yore, particularly a Nineties-tastic spot for holiday denim, complete with a tambourine and that age-old tagline, "Fall into the Gap."