Bye, Amy Schumer: Old Navy Tries New Approach Sans Celebrities
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Don’t count on seeing Old Navy ads with Amy Schumer, Julia Louis-Dreyfus or Elizabeth Banks anytime soon. Under new Chief Marketing Officer Jamie Gersch, the Gap Inc.-owned retailer is going back to basics, replacing its three-year-old funny lady campaign with a more products-driven marketing platform. The new campaign, “Hi, Fashion” will debut Wednesday.
“It’s time to move on to something new,” said Ms. Gersch, who was appointed CMO in October. “We wanted to make sure the inherent DNA of the brand, surrounded by the fun personality and wink really shines through, but also make sure the product is at the center of everything we do.”
Well-fitting pants have the leading role in the first 30-second TV spot, which features a number of derrires in colorful khakis. The light-hearted commercial shows different women climbing out of their bedroom windows as potential suitors wait below, flowers in hand. In one clip, a tattooed dad pedals his toddler’s tricycle as his daughter runs behind.
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