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MODEL CHARACTERS: Old Navy has always played the kitchy card when it comes to advertising and this season is no exception — even if it seems to be watching its pennies with no live models. Instead, there are 12 custom-made mannequins called the “SuperModelquins.” “I love being an Old Navy mannequin,” says Heather. “Look at the fab jeans we get to wear.” “Just $19 and even you’ve got a bootie,” says Michelle. “You know what else is cool about being a mannequin? We can twist our heads around to check out our butts,” Amy explains. “See, I have a perky patootie,” Heather says. “I have a bodacious bum,” offers Michelle. “Arctic shelf,” says Wesley. “I’ve got a shelf butt. See that? Look at that.” “Awkward,” the female SuperModelquins say.
The Old Navy campaign was developed in partnership with Crispin Porter + Bogusky, which has produced advertising for Burger King and Coca-Cola. The first Old Navy TV commercial debuted Thursday night in prime time on network TV and will run on cable networks including ABC Family, E, BET, TBS, USA and VH1. In addition, TV spots will run in syndication, late night on CBS and NBC and Hispanic TV’s Univision and Telemundo. Online banner ads debut today on Yahoo, OMG, AOL, TMZ, people.com, Facebook, US Weekly, Sugar Network and Sony. In addition, SuperModelquins will appear in 200 Old Navy stores and will be rolled out to all stores over the next few weeks. Old Navy’s newly designed weekly circular spoofs celebrity fashion magazines. The headline on the launch circular reads, “Yes, they’re fake! These pretty mannequins may be plastic, but the FUNdamental sale is very very real!” Old Navy spent $207 million last year on advertising, according to TNS Media Intelligence.
— Sharon Edelson