Tuesday, August 28, 2007

Silverman Laughs at GAP Ads

Copyranter has been slamming GAP's use of celebrities in its ads, rightfully pointing out that this continued trend is not helping the retailer bounce back from lagging sales. (Never mind the failed RED campaign.)

But GAP recently used Sarah Silverman in a couple of ads. With a simple expression, Silverman turns the celebrity game on its ear. Can't find the actual ad, but this is the image used in one, which labels Silverman as "Comedian, Aspiring Supermodel." Click it for a better look. See another here.

If more of the celebrities used in these crappy GAP ads could do something besides the "Oops, you caught me in a candid moment, laughing and pretending not to be pretentious" pose, (Thank you, Forrest Whitaker & Steven Spielberg) or the "pensive and thoughtful regular person who wants to communicate to you" pose, GAP might get some mileage out of these ads. "Hey, Look! It's Chris Rock making a whacky face." I get it. He's a funny man. How about Chris Rock pretending to be a campy, super-70s fashion model? Or one of those hollow-cheeked skinny boys of the Dolce Gabbana variety? THAT would be funny.

I don't care that John Mayer wears the Sweater Vest, or that Lucy Liu wears the Little Black Sweater Dress, or that Liev Schreiber wears the Haberdashery Shirt. And judging from the pictures of these folks, they were pretty put out by having to come down to the studio to pose for GAP. At least Silverman had some fun on this shoot, giving the photographer a picture that simultaneously laughs at the vapid, heroine chic look of much of what passes for fashion photography while modeling the clothing admirably.

Granted, Silverman is a comedian and can get away with this, whereas Lucy Liu's publicist probably won't let her ham it up in this sort of fashion parody. Maybe GAP should stick to comedians.

GAP is in trouble, and throwing money at big celebrities isn't helping them. At least Silverman gave it a twist.

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  • You forgot to mention that John Mayer wears that sweater vest without a shirt on under it. A look most Gap shoppers aren't going to try and emulate.

    (Though those that would emulate it will surely say they are "rocking the sweater vest without a shirt thing" rather than "wearing the sweater vest...)

    You know the whole "I'm mixing Target and Prada" thing was cool about 10 years ago when the campaign started, but now... yawn.

    By Blogger Toad, at August 28, 2007 at 11:16 PM  

  • It's a shame I want that vest in the other picture so much right now...

    By Blogger Thinking In Vain, at August 29, 2007 at 3:44 PM  

  • To the part about making celebs do what's not expected, you need someone like Annie Leibovitz who shoots people against your expectations of them.

    Oh, and the Gap was doomed the day they came out with Old Navy.

    By Blogger Make the logo bigger, at August 30, 2007 at 12:38 AM  

  • MTLB: seriously. What no-man's-land lies between Old Navy and Banana Republic? Especially once it became routine to pay $300 for a pair of jeans? The only GAP that's left is the huge one between their products and their target audience.

    Soon it'll be "that empty store between every DEB and Pottery Barrel" at every mall in the country.

    By Blogger James-H, at August 30, 2007 at 2:21 AM  

  • You're an asshole. The portraits are pretty cool. Who cares about GAP and what they do with their business. What have you done lately?

    By Anonymous Anonymous, at November 23, 2007 at 7:44 PM  

  • Nothing. And thank you for visiting.

    By Blogger Jetpacks, at November 23, 2007 at 7:53 PM  

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