Jeans and Music -
The Perfect Fit at Gap This Fall
A Star-Studded Cast of Musical Artists and MTV Highlighted in Gap's Fall 2005 Marketing Campaign
Alanis Morissette, Joss Stone, John Legend, Michelle Williams, Jason Mraz, Keith Urban and Brandon Boyd Record Original Versions of Classic Songs for New TV Spots
There is something about your favorite jeans and your favorite music that always feels right together. Gap recognized this relationship when it first opened in 1969, and jeans and music have continued to go hand and hand as the brand has evolved over the past 35 years.
From rock and rap to Motown and country, Gap has celebrated almost every genre of great music throughout its history. On August 24, Gap will launch the latest phase of an integrated Fall 2005 marketing campaign, which began in July, to celebrate the connection between jeans and music.
The campaign, which spans two months, focuses on "favorites" and how favorite jeans and favorite songs are individual expressions of personality and style.
"Much like your favorite music, your favorite jeans are a unique expression and reflection of your individual style," said Jeff Jones, executive vice president of Gap Marketing. "The relationship between jeans and music is a hallmark of Gap's identity, so we've created a campaign that captures this connection."
The newest phase of Gap's fall marketing campaign features an exciting new print and television advertising campaign called "Favorites," which stars a cast of acclaimed musicians including Alanis Morissette, Joss Stone, John Legend, Michelle Williams (Destiny's Child), Jason Mraz, Keith Urban, Liz Phair and Brandon Boyd (Incubus).
The TV campaign captures each musician performing an original remake of their favorite song while wearing their favorite Gap jeans. From Joss Stone's soulful rendition of "God Only Knows" (originally recorded by the Beach Boys) to Alanis Morissette's energetic interpretation of "Crazy" (originally recorded by Seal) every one of these amazing exclusively recorded songs is destined to become a "favorite."
The Favorites TV campaign launches on August 24 during TRL on MTV, and also will be highlighted at the MTV Video Music Awards, which are being held in Miami on August 28. This marks the second consecutive year Gap has sponsored the awards and Gap's presence this year will be bigger than ever, with multiple programming elements and events throughout the week.
A limited edition CD featuring campaign artists performing their favorite songs will be available exclusively at Gap stores and Gap.com beginning September 1. The CD contains eight songs exclusively recorded for Gap by the stars of the new ad campaign, a director's cut of the fall TV commercial and exclusive behind-the-scenes footage from the filming of the commercial. Gap customers will receive the CD, while supplies last, as a gift with any Gap purchase of $60 or more from September 1 - September 17, 2005.
Following is a list of each of the musical artist's favorite song and jeans fit, as featured in the ad campaign and on the CD:
Artists / Favorite Song / Favorite Fit
Alanis Morissette / "Crazy" (Seal) / Curvy Flare
Joss Stone / "God Only Knows"(Beach Boys) / Original Ultra, / Low Rise Flare
John Legend / "Hello It's Me" (Isley Brothers) / Straight Fit
Michelle Williams / "Let's Stay Together"(Al Green) / Straight Boot Cut
Jason Mraz / "One Love" (Bob Marley) / Straight Fit
Keith Urban / "Most People I Know Think I'm Crazy" (Billy Thorpe) / Easy Fit
Brandon Boyd / "Alison" (Elvis Costello) / Boot Fit
Liz Phair* "Cheek to Cheek"(Irving Berlin) Straight Boot Cut
* Liz Phair's "favorite" song is not included on the limited edition CD. The eighth song on the CD is a bonus track featuring Michelle Branch performing "Life On Mars" (originally recorded by David Bowie).
Developed by Gap's creative agency Laird+Partners, Michael Thompson photographed the "Favorites" print campaign and Francis Lawrence directed the TV spots. The TV spots break in late August and will air in the United States in spot markets and on cable TV. The print ads will run in September issues of magazines such as Vanity Fair, Vogue, In Style and Lucky.