A White Girl In White Jeans

Tom Asacker is getting his Advertainment groove on.

Have you seen the new Gap commercial starring Joss Stone? It’s a sign of things to come, as marketers dump traditional advertising and appropriate popular culture to sell their wares.
Here’s how it works: The Gap pays Joss to record and star in a hot little number wearing Gap white jeans. The audience is exposed to it either through broadcast television or via the web, and then is directed to the Gap website where they can download a free copy of the song and order their own white jeans.
It’s a win-win. The Gap gets a cultural icon. The icon gets massive exposure. Can you imagine other scenarios? How ’bout this? Levi’s hires a popular graffiti artist to spray paint kickin’ designs on jeans. See the ad on TV or the web, and then go to Levi’s website to purchase your own custom pair.

It does seem like a good way to sell jeans, but when I went to The Gap download page, the song never made its way to my hard drive. Freaking technology.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.