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Gap begins international Dress Normal campaign

Clothing retailer Gap has begun a new international campaign called "Dress Normal." Developed by Wieden&Kennedy of New York, the campaign includes a series of four commercials created by film director David Fincher. The ads will run on television, in cinemas, in stores and online. The four commercials, called Kiss, Drive, Golf and Stairs, are shot in black and white and promote various products from the chain's fall line, with a focus on black denim. The ads use taglines including "Dress like no one's watching," and "Simple clothes for you to complicate."

"We want these films to get people talking," said Seth Farbman, global chief marketing officer at Gap. "Each one features a confident woman at the center and tells a story of how liberating it is when you are being your most authentic self. We believe everyone who watches them will identify with one or more of the characters. We were thrilled to work with David Fincher, one of the greats of modern American cinema and a superb storyteller. His highly detailed and authentic style resonates with the Gap brand and these films bring to life what our Dress Normal message means."

The campaign also makes use of print ads featuring various actors known for "dressing normal." These will be accompanied by outdoor, mobile, direct, in-store and digital marketing, as well as social media activities. In mid-September, the company will add an experiential component called the "Dress Normal Project," which will involve photography submissions from North American consumers.

The campaign will begin this week in the United States and United Kingdom.

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