NEW YORK — If you have one Sarah Jessica Parker, why not six?
Gap is taking its poster girl this fall, Sarah Jessica Parker, and multiplying her image across the airwaves beginning Aug. 29, as well as that of Lenny Kravitz. Gap will debut its latest TV ad campaign starring the duo on the MTV Video Music Awards, which take place that night. The theme — “How Do You Wear It?” — is a continuation of Gap’s fall print campaign, which broke earlier this month.
The 90-second Director’s Cut is set to an original remix by Kravitz, which consists of elements from “Lady,” his latest single from his “Baptism” album, and his Grammy-nominated “Are You Gonna Go My Way.” As Kravitz performs the song, Parker dances and multiplies her Gap looks six times, showing the various ways Gap jeans can be worn. In the spots, both Parker and Kravitz express their individuality with customized outfits that reflect their personal style.
Directed by Francis Lawrence and developed by Gap’s creative agency, Laird + Partners, which is based here, the TV campaign consists of a series of three 30-second spots. Following the MTV 90-second spot, the ads will air in the U.S. on all major networks, spot markets and cable Aug. 29-Oct. 2. They also will air on networks in Canada during the same period, in the U.K. Sept. 5-29. and in Japan Sept. 13-Oct. 17.
A teaser campaign of 15-second spots, one of which aired Wednesday night on NBC during the Olympics, precedes the launch.
While Gap is mum on its fall TV budget, in the second half of 2003 it spent $76.6 million on TV media, including network TV, Spanish Language Network, cable, syndication and spot TV, according to TNS Media Intelligence/CMR.
This story first appeared in the August 20, 2004 issue of WWD. Subscribe Today.