the gap: desperately trying to be cool again.

The Gap has just launched a new campaign titled The Sound of Color. The campaign showcases artists performing songs about color. And videos, too! Woop-de-doo.

Of course, they've also launched a campaign site. A campaign site about sound, WITHOUT SOUND. They're attempting to build anticipation, with a launch date of February 15. Yep. I'm soooo excited by the blandness of this site, that I'm actually going to mark my calendar to check back and hear the fashionlicious sounds that will grace my ears on the 15th. Uh-huh.

What's especially hilarious to me is the comparison of expenditure versus effect. I can only imagine the fat budget with a big agency, that's being used to launch this mega color soundless sound campaign.

And then look at what Urban Outfiiters is doing. Probably produced in-house, or with a small agency. For a dime on the Gap dollar. And immediately socially engaging.

Hello? Gap? Can you hear that? It's the sound of more stores closing.


mikelite said...

maybe they should focus on making some non-suckass clothes

Unknown said...

they got some sick artists on board though

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