GAP BEGINS FOR EVERY GENERATION CAMPAIGN
By Adnews Staff
Gap began a global marketing campaign called "For Every Generation" this week. Created by Laird+Partners of New York, the campaign includes print, television, outdoor, Web and in-store marketing. The print advertising makes use of 50 personalities from film, fashion, music, art, dance and sport. Each person wears a pair of Gap jeans as well as other Gap merchandise and their own personal clothing and accessories. A 48-page freestanding insert in the September issue of Vanity Fair will be followed by inserts and spreads in the September and October issues of approximately 40 international magazines including Vogue and Sports Illustrated. The campaign also includes a shopping guide and newspaper ads in ten major U.S. markets along with billboards and transit posters in the U.S., Canada, France, the United Kingdom and Japan. Eight 30-second television commercials will break on Aug. 15 in the U.S. Each ad will focus on a specific jeans fit. The TV ads will air until mid-October during prime time programming and on major cable networks. The spots will also run in Canada, the United Kingdom and Japan. Gap sells clothing, accessories and personal care products for adults, children and babies. Its operates stores in the U.S. Canada, the United Kingom, Japan, Germany and France.