NEW YORK — Jeans and music: It’s a pairing that makes intuitive, if not logical, sense. It’s also the cornerstone of Gap’s fall campaign, which is organized around the idea of personal favorites.
In the campaign’s most innovative aspect, Gap will partner with iTunes for a nationwide denim promotion running Aug. 8-31. During that time, anyone who tries on a pair of jeans in a Gap store will receive a coupon for a free download from the iTunes online music service.
The promotion is aimed at getting shoppers to try out the retailer’s new denim fits. There are three new ones for women — curvy, straight and original — and one for men, straight.
The new fits are also the focus of Gap’s fall ad campaign. Created by Laird + Partners, the ads feature eight music stars, including Joss Stone, who has replaced Sarah Jessica Parker as Gap’s most visible spokesperson in the summer campaign. (The others are Alanis Morissette, John Legend, Jason Mraz, Keith Urban, Liz Phair, Brandon Boyd of Incubus and Michelle Williams of Destiny’s Child.)
The TV spots, directed by Francis Lawrence, show the musicians performing cover versions of some of their favorite songs while modeling a variety of denim fits. The commercials break in late August, while the print ads, shot by Michael Thompson, will roll out in the September issues of magazines including Vanity Fair, Vogue, In Style and Lucky. Ads touting the iTunes promotion will also run concurrently in weekly titles including People, Us and Entertainment Weekly. The songs featured in the commercials will also be collected on a CD that will be given away in Gap stores beginning Sept. 1 to customers who spend at least $60.
Finally, Gap will sponsor the MTV Video Music Awards, to be held next month in Miami.
This story first appeared in the July 25, 2005 issue of WWD. Subscribe Today.