New Gap Marketing Campaign Featuring Original Film Footage of Audrey Hepburn Helps Gap "Keeps it Simple" This Fall

Sep 06, 2006, 01:00 ET from Gap

    SAN FRANCISCO, Sept. 6 /PRNewswire-FirstCall/ -- This week, the skinny
 black pant is back at Gap with the introduction of a new, groundbreaking
 campaign featuring original film footage of timeless style icon Audrey
 Hepburn. The campaign, entitled "Keep it Simple," is centered on innovative
 television spots incorporating a memorable scene of Audrey Hepburn dancing
 in the classic film Funny Face. Celebrating Gap's re-launch of the perfect
 black pant, the ads mark Gap's third and final marketing campaign of the
 fall season.
     (Photo: http://www.newscom.com/cgi-bin/prnh/20060906/SFW105 )
     "Gap has a rich history of integrating memorable choreography and music
 into our advertising, but we've never done anything quite like this
 before," said Trey Laird, creative director of Gap. "We wanted to do
 something really special to re-launch our skinny black pants and thought
 who better to showcase them than actress Audrey Hepburn -- an iconic woman
 famous for dressing with sophistication and classic style."
     Debuting September 7, Gap's new "Keep It Simple" TV spots juxtapose
 classic footage of Audrey Hepburn dancing in skinny black pants to the 1980
 AC/DC hit song "Back in Black." The ad opens with a scene from Funny Face
 as Audrey Hepburn dances through a Parisian cafe. It continues as she jumps
 out of the movie and onto a backdrop resembling the look and feel of an
 iconic Gap ad. Special effects and graphics help her navigate her way
 across the screen in a series of energetic dance steps. She then jumps back
 into Funny Face as the spot concludes with the tagline "It's Back -- The
 Skinny Black Pant."
     "We're thrilled because this is the first time in more than 12 years
 that a film clip of Audrey Hepburn has been authorized to endorse a
 commercial product in North America," said Kyle Andrew, vice president of
 Gap Marketing. "This ad is a true testament to timeless style and we
 couldn't be more excited to have Audrey Hepburn -- the ultimate style icon
 -- represented in our campaign."
     Gap became known for fabulous "must-have" black pants more than a
 decade ago -- they flew off shelves and helped millions of women across the
 country dress with sophistication and style. Gap's reintroduction of the
 perfect fitting pair of skinny black pants this fall is a celebration of
 this classic, iconic piece. Named after timeless fashion icon Audrey
 Hepburn -- "The Audrey Hepburn(TM) Pant" is sleek and simple with modern
 details that are undeniably cool. It has an updated bi-stretch fabrication,
 which allows for greater flexibility and movement and helps the pant keep
 its shape. Gap's new skinny black pants are destined to become a modern day
 classic.
     In addition to black pants, Gap has a long heritage of offering a wide
 variety of clean, classic and simple styles. And this fall Gap is back with
 a collection of great fitting, sophisticated pants in a range of lengths
 and shapes, as well as classic shirts, turtlenecks, sweaters and outerwear.
 Worn day or night, dressed up or down, these are the simple, iconic pieces
 that will never go out of style. In Gap stores this fall, the clean
 collection is featured in a one-stop shopping destination. You'll find a
 new dedicated space within Gap stores filled with the classic "must-have"
 items you always need and want.
     The "Keep It Simple" television campaign features 30 and 60-second
 spots that will air in the United States on all major networks, spot
 markets and cable from September 7 through October 5. The spots will
 premiere on network television shows including "Grey's Anatomy" (ABC),
 "CSI" (CBS) and "Studio 60" (NBC). Gap.com will also feature the new "Keep
 It Simple" television commercial, as well as exclusive, behind-the-scenes
 footage of the making of the ad. Complimenting this outstanding broadcast
 effort are a series of black-and-white print ads featuring models in clean,
 simple looks anchored in skinny black pants will run in October issues of
 major national magazines including Vogue, InStyle and Elle. There will also
 be outdoor ads in major markets.
     Laird+Partners, Gap's creative agency, developed the "Keep It Simple"
 marketing campaign. The TV spots were developed using visual effects by
 Method Studios and graphic design and animation by Logan and print ads were
 photographed by famed fashion photographers Inez van Lamsweerde and Vinoodh
 Matadin.
     In celebration of the launch of the "Keep It Simple" ad campaign, Gap
 is making a generous contribution to the Audrey Hepburn Children's Fund.
 The Audrey Hepburn Children's Fund is a non-profit organization created to
 continue Ms. Hepburn's international appeals on behalf of children around
 the world.
     CONTACT:
     Erica Archambault
     Gap PR
     415.427.2397
 
 

SOURCE Gap
    SAN FRANCISCO, Sept. 6 /PRNewswire-FirstCall/ -- This week, the skinny
 black pant is back at Gap with the introduction of a new, groundbreaking
 campaign featuring original film footage of timeless style icon Audrey
 Hepburn. The campaign, entitled "Keep it Simple," is centered on innovative
 television spots incorporating a memorable scene of Audrey Hepburn dancing
 in the classic film Funny Face. Celebrating Gap's re-launch of the perfect
 black pant, the ads mark Gap's third and final marketing campaign of the
 fall season.
     (Photo: http://www.newscom.com/cgi-bin/prnh/20060906/SFW105 )
     "Gap has a rich history of integrating memorable choreography and music
 into our advertising, but we've never done anything quite like this
 before," said Trey Laird, creative director of Gap. "We wanted to do
 something really special to re-launch our skinny black pants and thought
 who better to showcase them than actress Audrey Hepburn -- an iconic woman
 famous for dressing with sophistication and classic style."
     Debuting September 7, Gap's new "Keep It Simple" TV spots juxtapose
 classic footage of Audrey Hepburn dancing in skinny black pants to the 1980
 AC/DC hit song "Back in Black." The ad opens with a scene from Funny Face
 as Audrey Hepburn dances through a Parisian cafe. It continues as she jumps
 out of the movie and onto a backdrop resembling the look and feel of an
 iconic Gap ad. Special effects and graphics help her navigate her way
 across the screen in a series of energetic dance steps. She then jumps back
 into Funny Face as the spot concludes with the tagline "It's Back -- The
 Skinny Black Pant."
     "We're thrilled because this is the first time in more than 12 years
 that a film clip of Audrey Hepburn has been authorized to endorse a
 commercial product in North America," said Kyle Andrew, vice president of
 Gap Marketing. "This ad is a true testament to timeless style and we
 couldn't be more excited to have Audrey Hepburn -- the ultimate style icon
 -- represented in our campaign."
     Gap became known for fabulous "must-have" black pants more than a
 decade ago -- they flew off shelves and helped millions of women across the
 country dress with sophistication and style. Gap's reintroduction of the
 perfect fitting pair of skinny black pants this fall is a celebration of
 this classic, iconic piece. Named after timeless fashion icon Audrey
 Hepburn -- "The Audrey Hepburn(TM) Pant" is sleek and simple with modern
 details that are undeniably cool. It has an updated bi-stretch fabrication,
 which allows for greater flexibility and movement and helps the pant keep
 its shape. Gap's new skinny black pants are destined to become a modern day
 classic.
     In addition to black pants, Gap has a long heritage of offering a wide
 variety of clean, classic and simple styles. And this fall Gap is back with
 a collection of great fitting, sophisticated pants in a range of lengths
 and shapes, as well as classic shirts, turtlenecks, sweaters and outerwear.
 Worn day or night, dressed up or down, these are the simple, iconic pieces
 that will never go out of style. In Gap stores this fall, the clean
 collection is featured in a one-stop shopping destination. You'll find a
 new dedicated space within Gap stores filled with the classic "must-have"
 items you always need and want.
     The "Keep It Simple" television campaign features 30 and 60-second
 spots that will air in the United States on all major networks, spot
 markets and cable from September 7 through October 5. The spots will
 premiere on network television shows including "Grey's Anatomy" (ABC),
 "CSI" (CBS) and "Studio 60" (NBC). Gap.com will also feature the new "Keep
 It Simple" television commercial, as well as exclusive, behind-the-scenes
 footage of the making of the ad. Complimenting this outstanding broadcast
 effort are a series of black-and-white print ads featuring models in clean,
 simple looks anchored in skinny black pants will run in October issues of
 major national magazines including Vogue, InStyle and Elle. There will also
 be outdoor ads in major markets.
     Laird+Partners, Gap's creative agency, developed the "Keep It Simple"
 marketing campaign. The TV spots were developed using visual effects by
 Method Studios and graphic design and animation by Logan and print ads were
 photographed by famed fashion photographers Inez van Lamsweerde and Vinoodh
 Matadin.
     In celebration of the launch of the "Keep It Simple" ad campaign, Gap
 is making a generous contribution to the Audrey Hepburn Children's Fund.
 The Audrey Hepburn Children's Fund is a non-profit organization created to
 continue Ms. Hepburn's international appeals on behalf of children around
 the world.
     CONTACT:
     Erica Archambault
     Gap PR
     415.427.2397
 
 SOURCE Gap