In an attempt to reverse the fortunes of the flagging Old Navy brand, CP&B has gone back to the fashion chain’s days of fun, camp and kitschy. And the result is a bizarre campaign focusing on upgraded mannequins, known as Supermodelquins, sporting the Old Navy garments.
Channeling supermarket checkout rags like People and US Weekly, the campaign is very much tongue-in-cheek. There’s even a YouTube channel dedicated to the new fashion stars.
As always, CP&B has done a great job with the production and the viral aspects of the campaign. But here’s the question; will relating Old Navy to tacky mags and kitsch videos help sell more clothes? It’s clearly targeted at the younger crowd, young moms specifically. And when Old Navy tried to go upscale last year, it bombed.
But, this kind of unusual work from CP&B could either be a huge hole in one, or the final nail in Old Navy’s coffin. Still, it’s brave of both CP&B and Old Navy, and taking risks in this economy has to be applauded. And with Old Navy’s annual ad spend being close to $200 million, they’re putting a lot of cash behind it. We’ll keep on eye on this one.