Hasta La Creative!

With August here, Chandelier Creative launched its back-to-school campaign for Old Navy.

Chandelier has previously worked with Amy Poehler and Julia Louis-Dreyfus, and Amy Schumer is the latest female comedian representing the brand.  (Carrie Brownstein also appeared alongside her Portlandia co-star Fred Armisen in Chandelier’s holiday campaign for the brand.)

Schumer, who’s really raking in the ad money these days between this and her appearances in W+K’s Bud Light campaign with Seth Rogen, is “roped into spending the day” with her sister’s kids in the ad.

So she calls a kid named Thomas, who she calls frequently for some reason. He informs her “back-to-school is like our red carpet” and that she should go to Old Navy, which is “what we all wear,” for up to 60 percent off on clothes for the season.

On her way to the store, Schumer declares herself “the best aunt in the world.”

In addition to the full-length, 60-second digital version above, the ad will also appear on broadcast in 30 and 15-second versions sure to dampen the spirits of children on summer break. We’re told the spot also features “young influencers” with strong social media followings such as Thomas Barbusca, Laneya Grace, Skai Jackson and Hayden Summerall, but we have no idea who any of them are because we’re not 14 years old.

The spot follows a familiar formula, relying on its celebrity comedian’s presence and ending with a run to the store. That run is a bit more convincing than usual, as Schumer does a pretty good job selling the idea that she really wants to get those kids out of her apartment. 

Credits:
Client: Old Navy
Agency: Chandelier Creative
Creative Director: Lena Kuffner
Creative Director: Richard Christiansen
Executive Producer: Sara Fisher
Account Director: Eileen Eastburn

Producer: Gulshan Jaffery
Production Coordinator: Camilla Rothenberg
Production Company: Hungry Man
Director: Wayne McClammy
Executive Producers: Mino Jarjoura, Dan Duffy
Line Producer: Dave Bernstein
Director of Photography: Dion Beebe

Editorial: Rock Paper Scissors
Editor: Christjan Jordan
Executive Producer: Helena Lee

Telecine: Color Collective
Colorist: Alex Bickel
Executive Producer: Claudia Guevara

Audio Post: Sonic Union
Mixer: Mike Marinelli

Finishing: MPC NY
Executive Producer: Camila De Biaggi
Finishing Producer: Brendan Kahn

In the spirit of back to school, let's fatten up our kids and send them into anaphylactic shock! Seems that wasn't much of an issue in the '50s, when fall advertising aimed at lunch-packing moms revolved around peanut butter, dairy and sugar. The kids in the marketing were invariably trim and rosy-cheeked, never lactose intolerant or nut allergic. Yet Mrs. America, the domestic goddess of the time, stuffed those brown bags lovingly (irreconcilably?) with processed food. Hey, Madison Avenue said it was the right thing to do. Cookies and jam were often positioned as "pure enjoyment" food, while milk, cheese and peanut butter were touted as brain food, not projectile-vomit-inducing and constrict-your-throat food. Ah, nostalgia. Check out some more back-to-school print ads from a simpler time, courtesy of Reminisce magazine.