November 10, 2020
At Old Navy, the holidays have always been all about being extra, extra, and more extra. It's the joy, the excitement, and the over-the-top fun that only Old Navy can bring! And, of course, although that doesn't change this holiday season, Old Navy also recognizes that this year hasn’t been like any other.
While the brand will still deliver on the fun and playfulness every customer loves, Old Navy is also focused on understanding where the customer is coming from. And you’ll see that acknowledgment come to life through the marketing campaign: WE Holiday.
Recognizing that we’re in this together became a common thread in 2020 and is the message at the heart of our new campaign. In all the things we do, no matter what time of year, we know we're more powerful, and more fun, as WE. Old Navy’s WE Holiday campaign truly celebrates all of us. No matter who we are or where we live, we're in this together...even if we can't be physically together at this time.
As part of the Holiday creative, Old Navy is thrilled to feature real families to truly live up to our core value of inclusivity. The families are from all across America—all from various backgrounds, beliefs, and traditions—to honor the diversity of Old Navy’s customers.
But, it wouldn't be holiday at Old Navy without something over-the-top. Enter: RuPaul (or should we say RuPaul-iday?). Not only does RuPaul represent the fun, effervescent personality that Old Navy is all about, but he also embodies the belief in inclusivity like no one else. Throughout the holiday season, you'll see RuPaul featured in four different TV commercials spotlighting our Fleece, Jingle Jammies, Masks, and BOPIS and Curbside Pickup. Which leads us to...giving back.
Old Navy’s annual million-dollar donation is a proud tradition. This year, the brand is doing something new. Because Old Navy’s customers have expressed that safety is their top priority this year, the brand will shift the donation tie-in to BOPIS and Curbside Pickup, instead of a specific product, making the experience even more special. And, for the first time, all proceeds will support This Way ONward—a job opportunity program for underserved youth.
Now, time to WE Holiday!