GAP’S NEW TV ADVERTISING CAMPAIGN FOR SPRING FEATURES CLAIRE DANES AND PATRICK WILSON IN “THE BOYFRIEND TROUSER”
Award Winning Directors Jonathan Dayton and Valerie Faris (“Little Miss Sunshine”) Lend Directorial Expertise to New Gap Ad
SAN FRANCISCO – March 6, 2007 – Set to the classic Broadway show tune, “Anything You Can Do, I Can Do Better”, Gap’s latest TV campaign for spring captures a sense of playful whimsy while focusing on Gap’s new boyfriend trouser for women. The TV spot, starring acclaimed actors Claire Danes (Shopgirl, The Family Stone) and Patrick Wilson (Little Children, Running with Scissors), highlights Gap’s refreshing, new take on iconic Gap khakis by marrying fresh modernity and nostalgic charm.
Directed by Jonathan Dayton and Valerie Faris, who were recently awarded a 2007 Spirit Award for Best Director for Little Miss Sunshine, the spot has a modern look and feel, yet pays homage to Broadway and the great entertainers of old Hollywood.
“What’s so cool about this commercial is all the right elements came together – the commercial tells a fun story, the cast is amazing and the choreography and dancing is great,” said director Jonathan Dayton. “This commercial feels like a little, thirty second romantic comedy to me. There’s just nothing better than seeing two people who have great chemistry dance together,” added Valerie Faris, Jonathan’s directorial partner and wife.
The spot begins as a khaki curtain opens to reveal Patrick Wilson and Claire Danes in the middle of a stage. Patrick is dressed in a classic white shirt and khakis pants, while Claire wears an oversized white shirt without pants. With a lighthearted sentiment, Patrick does a dance step challenging Claire to “dance-off” as the music lyrics “anything you can do, I can do better” resonate in the background. Claire responds by matching Patrick’s steps with her own flare and the dance competition continues as each person ups the ante with more difficult steps. Claire eventually wins as she miraculously – and humorously – snatches Patrick’s pants off and puts them on, reinforcing the inspiration behind the look and feel of Gap’s new boyfriend trouser for women.
“The spot takes an iconic Gap classic – the khaki – and gives it a twist. It captures the fun of wearing a boyfriend’s favorite,” said Marka Hansen, president of Gap North America.
Gap’s spring 2007 khaki line offers a refreshing new take on iconic Gap khaki styles. The collection includes a broad range of laid back, easy khaki silhouettes. The look for women is all about the boyfriend trouser - this must-have item for spring is so relaxed and comfortable it’s like the pants were pulled out of ‘his’ closet and put into ‘hers’.
Developed by Gap’s creative agency Laird+Partners, Gap’s new spring TV ad campaign is comprised of one 30-second spot. The TV spot debuts on March 8 and runs through April 4 on national TV including network, cable and syndication.