What's hot:
 

, ,

Old Navy and the jukebox from hell

Old Navy commercials are mini musicals. Their latest campaign takes some old, familiar songs and remakes them new lyrics. Take a listen, if your ears can handle it.

* * * *

There’s “Keep Trying Combinations,” a remake of The Human League’s “(Keep Feeling) Fascination.”

* * * *

Then there’s one with a song that goes, “Let’s Talk About Jeans.” It’s a take-off of the old Salt-N-Pepa song, “Let’s Talk About Sex.”

* * * *

And we have “Only In My Jeans,” which is a remake of Debbie Gibson’s “Only In My Dreams.”

* * * *

Update 1: There’s also this “Superfan Nation” ad, to the tune of “Sister Christian
” by Night Ranger.

* * * *

As you’ve probably gathered, I don’t really care for these commercials. Visually, they’re a lot of fun. The sets look cheap, bright, and big, like Old Navy itself. The colors are garish and unashamed. Everybody’s smiling.

But the soundtrack! Ow! They’re butchering some good old songs. But even if you hate them, you can’t deny that these tunes follow you around in your head.

* * * *

Who created these ads?

Agency: Crispin Porter + Bogusky

Who signed off on them?

I’m guessing Amy Curtis-McIntyre, SVP marketing, Old Navy division, Gap Inc.

* * * *

Related:

—Thanks to Kelly on Facebook for the tip

* * * *

Update 2: As Ivor notes in the comments, Old Navy’s marketing people were recently publicly schooled by Gap CEO Glenn Murphy in an earnings call:

“[W]e’ve had some ineffective marketing in the first half. Not that it was bad, it was just less effective than we wanted it to be. … Old Navy, we had some storylines, but the marketing did not pull, did not drive traffic as much as we wanted. We’re still very fixated on getting new customers in our stores. We know that’s important to us. … [T]he Old Navy creative and marketing messages and the strength of Old Navy’s aggressive marketing to drive traffic to their key customer across their lease line, it needs to get better.”

You can read more in this AdAge story.

— By Daryl Lang. Filed under Advertising, Lyrics, Television

3 comments

  1. David says:

    Awful.

    The first one also reminded me of the old “Locker Jokes” segments on You Can’t Do That On Television, but I’m not sure if it’s a deliberate reference or just coincidence. See http://www.youtube.com/watch?v=z28vlIcr0zc

  2. Daryl Lang says:

    Yes! That first ad looks very much cribbed from You Can’t Do That On Television.

  3. Ivor says:

    This campaign was more of an annoyance than anything else…I guess it finally annoyed the CEO:

    “The marketing did not pull, did not drive traffic as much as we wanted,” Gap Inc. CEO Glenn Murphy said last week in a conference call with analysts. “So, I’m disappointed in the brand. I’m disappointed in the leadership.”

Facebook Conversations