Gap Launches ‘T-Shirt Shop’ Ads
By Sandra O’Loughlin
NEW YORK — Gap T-shirts will soon be seen on the likes of Mia Farrow and Eva Herzigova as part of its latest print ad campaign, "T-shirt shop," which launches in September.
The black-and-white T-shirt ads will feature a diverse group of actors and personalities including actor Jeremy Piven, singer Natasha Bedingfield, and rapper Common. Creative shows each celebrity wearing a Gap T-shirt. Taglines such as "Your expression," "Your silence," or "Your attitude" attempt to convey a message of individuality.
The effort follows on the heels of a larger effort touting denim, "Jeans Take Shape," which launched mid-July. Laird + Partners, New York, created both campaigns.
The campaign is part of a strategy to position Gap as a one-stop shopping destination for T-shirts in all shapes and sizes. It also is a sorely needed effort to boost business.
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