Old Navy is putting its kitschy Supermodelquins to rest and today will launch a spring campaign that’s equally lighthearted but more kinetic, with original music videos and sassy singer-dancers.
This story first appeared in the February 17, 2011 issue of WWD. Subscribe Today.
In some of the ads, the center of attention is a female resembling Kim Kardashian, who dances on store counters and cars and is decked out in Old Navy clothes, as are the other male and female performers in the group created by Old Navy, called Audio Threadz.
“Supermodelquins ran two years. It’s time to make a change,” said Amy Curtis-McIntyre, senior vice president of marketing at Old Navy, a division of Gap Inc. “But I also think it’s important to recognize the campaign in terms of its success.” The Supermodelquins, which are custom-made mannequins, “were great at putting us back on the map as a value player in specialty apparel.” They haven’t been seen in Old Navy ads since just before Christmas; however, they remain inside Old Navy stores, which continue to be remodeled.
The new campaign, called “Old Navy Records: Original hits. Original styles,” includes the “must-have” looks of the season as well as songs — a mix of hip-hop, rap and pop — created by the company and Crispin Porter + Bogusky, which created the Supermodelquin campaign.
The new ads focus on Old Navy’s target customer “Jennie,” a 25- to 35-year-old woman looking for on-trend fashion at great prices for herself and her family. “By integrating music with Old Navy’s on-trend looks, we build more energy between Jennie and the brand,” said Curtis-McIntyre.
The music and videos are produced by music house Honor Roll and directed by Joseph Kahn, who produced such videos as Eminem and Rihanna’s “Love the Way You Lie” and Maroon 5’s “Misery.” Old Navy has partnered with Shazam, a mobile music provider, to integrate Old Navy into the mobile lifestyle. With the Shazam app, shoppers can “tag” Old Navy songs on their smart phone wherever they are playing — TV commercials, YouTube, Facebook and in Old Navy stores — and then get access to key looks featured in the videos, as well as styling tips and deals. They can download the song and watch the video, and learn more about the bands Old Navy has assembled. Depending on the source (e.g., TV, in-stores), shoppers can also immediately purchase the looks from oldnavy.com.