Gap secretes sweet smell of ad success

Garfield, Bob
August 1999
Advertising Age;8/16/1999, Vol. 70 Issue 34, p55
Trade Publication
This article evaluates the television advertising campaign for The Gap called Everybody in Vests in 1999. According to the author, fashion advertising is about getting people to stare at the fashion and come away impressed. Indeed, the alchemy of image creation has gotten so convoluted that The Gap's simple departure of putting entertainers against an all-white background was revolutionary. The TV campaign features singers doing solo performances for Madonna's song "Dress You Up." The spot bristles with the potential charge of 75 million teenagers with charge cards, all of whom will be wearing vests by October in every high school and middle school in the U.S.


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