Gap’s fall ad campaign took a turn toward the cinematic today with the release of their forthcoming TV campaign directed by Academy Award-nominated director David Fincher (The Girl With The Dragon Tattoo, The Social Network, The Game, Fight Club and the much anticipated Gone Girl).

The black and white styled spots with upbeat crime jazz music give an upbeat, playful wink to film noir. The four new commercials – Kiss, Drive, Golf and Stairs – will air on TV, in cinema (rightfully), and online.

“We want these films to get people talking. Each one features a confident woman at the center and tells a story of how liberating it is when you are being your most authentic self.” said Seth Farbman, Gap Global Chief Marketing Officer.

Created with Wieden+Kennedy New York, the spots are part of Gap’s new campaign, ‘Dress Normal’ which we raised concerns about in our coverage of the print aspect of the campaign. The Impressionist believes the tagline doesn’t match the aspirational, individuality and self expression Gap intended. Fortunately the TV spots augment rather than mimic the print campaign and go a long way to emotional endure the brands slogan. The films use taglines such as ‘dress like no one’s watching’ and ‘simple clothes for you to complicate’ and launch in the US and UK in the week of September 1.

The TV campaign is a dramatic shift from the print campaign, moving the celebrity behind the camera and pushes the brand in a provocative  direction. That of a storyteller. And hopefully as a storyteller they will turn a new page in next seasons print, that of putting “what” before “who” and continue to bridge the Gap.








Agency | Wieden + Kennedy, New York
Executive Creative Directors | Susan Hoffman, David Kolbusz
Creative Directors | Stuart Jennings, Susan Hoffman
Copywriter | Sheena Brady
Art Director | Kim Haxton
Head of Content Production | Nick Setounski
Executive Producer | Alison Hill
Producer | Lisa Delonay
Brand Strategists | Erik Hanson, Hayley Parker
Account Team | Tamera Geddes, Dipal Shah, Patty Ehinger
Business Affairs | Lisa Quintela

Production Company | Reset
Director | David Fincher
Executive Producer, Chief Operating Officer | Dave Morrison
Executive Producer | Jeff McDougall
Line Producer | Laura Miller
Director of Photography | Jeff Cronenweth
Production Designer | Don Burt
Costume Designer | Trish Summerville

Editing Company | Work Editorial
Editor | Kirk Baxter
Post Producer | Sari Resnick
Post Executive Producer | Erica Thompson

Visual Effects Company | Mill
Senior Executive Producer | Sue Troyan

Telecine Company: | Light Iron
Colorist |  Ian Vertovec

Mix Company | Sound Lounge
Mixer | Tom Jucarone
Sound Designer | Tom Jucarone
Producer | Vicky Ferraro

Music | Drive
Song | “L’amour LaMort”
Artist |  Martial Solal

Music | Golf
Song | “Wait A Minute”
Artist | Performed by Eddie Ray; licensed by Bank Robber

Music | Kiss
Song |  “Kiss”
Artist | David Holmes

Music | Stairs
Song |  “Inner Babylon”
Artist | Written by Shabaka Hutchings; performed by Sons of Kemet