NEWS
Crispin Porter Revamps Old Navy With "Supermodelquins." But Will They Work?
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.
Via AdAge
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Those Supermodelquins look pricy themselves, especially if they intend to use them in most major cities. There are a lot of Old Navy Stores in America. I just peeked at their updated microsite and I think I wanna run to Toys R Us and by a Nintendo wii so I can live in the same virtual space everybody at CPB lives in. Will 30-somethings like myself want to associate themselves with tween-agers? I don’t know.
If Old Navy wants to make money they should start by selling clothes that appeal to more people.
Couldn’t agree more. Bernbach was always an advocate of that; improve your produc and the marketing will be easy. Still, CP&B were happy to spend Microsoft’s money, too, and they didn’t have a stellar product either.
Just saw the spot. GREAT. You guys are just a bunch of jealous haters . Peasants.
BRAVO!!!!
Did Ben Stiller write this? It’s like watching Zoolander 2!
Nice Work CP&B
I like it but it’s obviously very “inspired” by Carmichael’s cool and ambitious Tractor Supply Co. work from four or five years ago—which was very unusual when it came out.
Old Navy, GAP, and Benetton are all stores from their time. The homogenizing of America through clothing. It’s a fad. It’ll pass.
Although I do have to say that CP+B’s application of plastic people is far more logical than CL’s use of them in the Tractor Supply Co. campaign. But that’s what made the Tractor Supply Co. campaign so quirky and unusual at the time.
If a big part of advertising is about getting people’s attention, I think CP+B does a kick ass job of that almost every time. This is no exception, but I have to agree that Old Navy’s time may have just come to pass. I think stores like Target are siphoning off some of their business in the new economy. I think people are comfortable shopping at a department store like Target now for wardrobe staples.
And I agree with the old adage that if you want to boost sales, look to improving your product first.
This is vastly better than Old Navy work of the past though. It’s like going from a Kia to a Porsche. I think it’s beyond the sophistication level of the target (well, besides ad judges) and may fall into the “clothes for plastic people” realm of misinterpretation. I don’t think people are looking for quality when they shop at Old Navy. I think they’re looking for “cheap and lasts more than a few washings.”
CP+B just won Buell. Dying to see that work and how they reinterpret motorcycle advertising. Because it needs to be reinterpreted.
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