Gap Unveils Behind-The-Scenes Ads (VIDEO)

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."

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Comments

[calmly2]

09:21 PM on 08/03/2011

Waaaaaay too expensive.. They need to get real.

[RhiannonRings]

12:32 AM on 08/03/2011

I used to shop at the Gap in the 1970s, they sold Levis then!

[susanmac357]

01:53 PM on 08/02/2011

I only shop Gap sales. I just don't feel paying full price there. It would be great if their clothes were made in the USA- but I guess that is really too much to ever expect again.

[aydiosmios]

10:48 AM on 08/02/2011

That's great, but the gap stores I've been to have clothes made from some developing countries. Maybe gap should focus on making better fitted clothes before spending time and money on advertisement.

[sabelmouse]

07:02 AM on 08/02/2011

and there i thought it was something about their human rights abuses .

[RKD84]

04:56 AM on 08/02/2011

Why don't they have an ad showing people where the clothes are actually made?

[trinity]

10:40 PM on 08/01/2011

How about not having your clothes made in sweat shops on the island of Saipan...(or at least insisting on better pay and working conditions for the girls and young women)...

[Cynth]

10:38 PM on 08/01/2011

Most consumers ultimately care about what the product will do for them. This ad is all about gap designers -- what does this mean to the consumer and does s/he really care about the denim designers loving what they do and enjoying their workspace?

I'm glad they have job satisfaction and they're at the hub of the denim universe, but does it tell us anything about how their product will make the consumer look and feel, and that the product is worth buying? Given the problem they've had for this long, this what Gap needs to work on, not presenting us a self-indulgent vingnette.

[Katie Wray]

09:53 AM on 08/02/2011

i think this"self-indulgent vingnette" appeals to the consumer's want of the special. it makes the 1969 line feel unique and slightly patriotic - separating The Gap from other denim lines. Today's consumer is too savvy to believe in hollow promises that a certain product will make you look and feel great. Also, showcasing the craftsmanship and passion that goes into each pair makes the jeans seem more worthwhile.

[Cynth]

05:00 PM on 08/02/2011

My point about feeling great includes the association with a product for its symbolism, not just in terms of comfort or aesthetics. Defining themselves as something special may be their intent, but I don't think they've succeeded. The denim space is very crowded and they'll have to do better than this.

I agree with your point about hollow promises and to your point on craftmanship, the Gap has notoriously failed in this over the years. They have an uphill battle here, too, and their message about craftsmanship needs to be clearer and more convincing...but well see if the ads do help them pull this off...

[Cynth]

10:30 PM on 08/01/2011

Try making better quality clothing...that might actually draw and keep customers. I stopped shopping there after I bought a wool sweater that turned into a mass of pom poms after one washing. With problems like this, they can't expect to right their ship with a few ads.

[AngeliaA]

09:28 PM on 08/01/2011

I just hate the "fake" denim. All the things they do to make everyone look like that have old worn-in clothing. Such a artifical world, wear your own jeans and they will fit to your body, hole and stains will come from you ture life.
Just my thoughts.
A

http://angeliaarmstrongdesign.com

[AllowMeToObserve]

01:19 AM on 08/02/2011

Self-promotion Spammer

[tangelan]

08:10 PM on 08/01/2011

Designing clothes that the majority of women can actually wear would do wonders.

[eric14]

04:40 PM on 08/01/2011

Gap in the market.
Gap not in the market.
Gap in the market.

[blukazoo]

04:27 PM on 08/01/2011

The Gap hasn't changed it's style with the times and their sizes are all over the place. They really killed themselves by opening Old Navy with similar and poorly constructed clothes and much lower prices and Banana Republic having nicer cuts, fabrics and details at only slightly higher prices. There is nothing edgy or special about anything at the Gap.

[Yam716]

09:40 AM on 08/02/2011

GAP has great jeans!

[Alice Radley]

04:08 PM on 08/01/2011

I used to adore those early-mid 90's ads. I just adored the early-mid 90's in general. Great times.

[eric14]

04:31 PM on 08/01/2011

You may be confusing the ads with your life. I do it all the time.

[Alice Radley]

05:12 PM on 08/01/2011

Blah.

They were pretty good ads. The only with Lena Horne was terrific.

The 90's were also pretty good. Then again, we all remember our teens pretty fondly ..

[blackfriday1978]

03:49 PM on 08/01/2011

How about instead of ads.... MAKE BETTER CLOTHES!!!!!!!!! Duh....