Howard Davidson Arlington Massachusetts - The Gap Just Wants You to ‘Dress Normal’

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Howard Davidson from Arlington Massachusetts is marketing guy who helps brands connect with target audiences. …

Howard Davidson from Arlington Massachusetts is marketing guy who helps brands connect with target audiences.

Howard Davidson writes about about advertising, social media and marketing with a touch of sarcasm, including how the Gap just wants you to ‘Dress Normal’.

www.howardjdavidson.com

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  • 1. The Gap Just Wants You to ‘Dress Normal’ by Howard Davidson, Arlington, MA Slide By :- Howard Davidson Arlington MA
  • 2. The Gap is encouraging consumers to simply ‘Dress Normal.’ Their new ads are anything but. Slide By :- Howard Davidson Arlington MA
  • 3. ‘Dress Normal.’ That’s the new slogan for The Gap, in what seems like a terribly misguided attempt to fend off the brand’s public perception of blandness. Wieden & Kennedy is responsible for the new campaign, and creative director Stuart Jennings addresses this perception by saying that ‘Dress Normal’ deals with “the issue of Gap feeling a little bland.” Slide By :- Howard Davidson Arlington MA
  • 4. Here we have the creative director of the agency that created the spots acknowledging that the Gap brand is perceived to be boring. I’m not sure ‘Dress Normal’ is the best catchphrase to fend off this perception. In fact, it seems to confirm everything I already feel about Gap: Their clothes are bland, and this slogan feels like they’re assuring me that nothing has changed. Slide By :- Howard Davidson Arlington MA
  • 5. But let’s get to the spots behind the slogan. Directed by David Fincher, one would expect the ads to be far better than they are. Each of the four ads is exceedingly bizarre, in what is assuredly some attempt at irony. ‘Dress Normal,’ says The Gap, while inviting you to view their snobby faux-artsy TV spots. Each ad has its issues, including one in which almost nothing happens. I swear, the script could have just read, “Man runs up stairs. Woman watches.” Slide By :- Howard Davidson Arlington MA
  • 6. Another makes no sense whatsoever. A soaking-wet woman is riding in a car with three completely dry people. She removes her jeans and throws them in the front seat as the words “the uniform of rebellion and conformity” grace the screen. This is one of those attempts at being trendy that ends up being needlessly obtuse. The ad makes no sense, and the slogan makes even less sense than the ad. Slide By :- Howard Davidson Arlington MA
  • 7. Here’s another reason that this campaign is on my nerves: I have never seen more yawn-inducing clothes in my life. It’s a wonder they bothered to shoot the ads in black and white, seeing as I’m not sure other colors are at play here in the first place. The people in these ads pretty much all wear white shirts and black pants. It’s like they’re living in The Matrix, but couldn’t afford a Keanu Reeves cameo. Slide By :- Howard Davidson Arlington MA
  • 8. One of the additional taglines for the campaign is “Black is a color.” How any of this fights the perception of The Gap being bland is beyond me. Howard Davidson Arlington MA Slide By :- Howard Davidson Arlington MA