The Gap

Thursday, September 6, 2001

Despite the alleged financial problems the Gap is having, they seem to have plenty of cash to allocate to television advertising. The new ad campaign is apparently based on the somewhat dubious theme of celebrities discussing their first loves. I'm not entirely clear what the connection is between first love and Gap clothing. I suppose the idea is that reminding consumers of their first love will make them feel good, a feeling they will now associate not with their own personal histories, but with The Gap.

Well, I'm sure there are ad execs who understand this sort of thing a lot better than I do. Presumably these are the same ad execs who have decided I'd rather see an overly skinny and annoying blonde shilling for Old Navy instead of Carrie Donovan.

Well, despite the questionable logic behind this ad campaign, it's worth noting the ad that features Juliette Lewis dancing with Daft Punk. If you're not familiar with Daft Punk, I imagine the ad would be extremely perplexing. I imagine there are thousands of people across the country who are asking themselves "Why is this drugged out pregnant girlfriend of a psychopath dancing with robots?"

But the bigger question in my mind is whether this represents a comeback of some sort for Juliette Lewis, or if this is the final step down on her descent into career hell. Personally, I am pleased to see her looking like a normal person, and not another variant in her long line of drugged out pregnant girlfriends of a psychopath. Dancing with robots is certainly more watchable than her robbing convenience stores with Woody Harrelson.

Then again, I can't think of lot of people featuring onscreen in Gap ads who have really gone on to a significantly bigger and better things. Advertising still strikes me as that last attempt to make some cash before there is no celebrity left to cash in on. Perhaps Juliette will prove me wrong.

Rating: B+

Reviewed by Padgett Arango
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