Sunday, November 2, 2014

Sophistication in Advertising

When it comes to apparel, everyone wants to be "appropriately sophisticated." Here, sophistication means a person can feel "right" in the moment in the places that matter most.

This is a particularly compelling motivation for Millennials, today's most sought after age cohort.

Here we see The Gap presenting its apparel as a reliable pathway to comfort in your own time and place. That's sophistication in the moment. The copy line "Dress Normal," held against the stories told in the latest Gap advertising, allows for quirky individuality with the reassurance you are not likely to go wrong at The Gap.

This commercial is one of four in the The Gap's new campaign.

It is also an outstanding example of the unifying role music can play in storytelling. The rocksteady rhythm integrates the movement of the actors with the action of the pinball machine in an intriguing time and place. The wearer of The Gap apparel owns the moment. Genius.

   Copyright © 2014 by John Eighmey. All Rights Reserved.

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