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The Gap Just Wants You to 
‘Dress Normal’ 
by 
Howard Davidson, Arlington, MA 
Slide By :- Howard Davidson Arlington MA
The Gap is encouraging consumers to 
simply ‘Dress Normal.’ Their new ads 
are anything but. 
Slide By :- Howard Davidson Arlington MA
‘Dress Normal.’ That’s the new slogan for 
The Gap, in what seems like a terribly 
misguided attempt to fend off the brand’s 
public perception of blandness. Wieden & 
Kennedy is responsible for the new 
campaign, and creative director Stuart 
Jennings addresses this perception by 
saying that ‘Dress Normal’ deals with “the 
issue of Gap feeling a little bland.” 
Slide By :- Howard Davidson Arlington MA
Here we have the creative director of the 
agency that created the spots acknowledging 
that the Gap brand is perceived to be boring. 
I’m not sure ‘Dress Normal’ is the best 
catchphrase to fend off this perception. In 
fact, it seems to confirm everything I already 
feel about Gap: Their clothes are bland, and 
this slogan feels like they’re assuring me that 
nothing has changed. 
Slide By :- Howard Davidson Arlington MA
But let’s get to the spots behind the slogan. 
Directed by David Fincher, one would expect 
the ads to be far better than they are. Each 
of the four ads is exceedingly bizarre, in what 
is assuredly some attempt at irony. ‘Dress 
Normal,’ says The Gap, while inviting you to 
view their snobby faux-artsy TV spots. Each 
ad has its issues, including one in which 
almost nothing happens. I swear, the script 
could have just read, “Man runs up stairs. 
Woman watches.” 
Slide By :- Howard Davidson Arlington MA
Another makes no sense whatsoever. A 
soaking-wet woman is riding in a car with 
three completely dry people. She removes 
her jeans and throws them in the front seat 
as the words “the uniform of rebellion and 
conformity” grace the screen. This is one of 
those attempts at being trendy that ends up 
being needlessly obtuse. The ad makes no 
sense, and the slogan makes even less sense 
than the ad. 
Slide By :- Howard Davidson Arlington MA
Here’s another reason that this campaign is 
on my nerves: I have never seen more 
yawn-inducing clothes in my life. It’s a 
wonder they bothered to shoot the ads in 
black and white, seeing as I’m not sure 
other colors are at play here in the first 
place. The people in these ads pretty much 
all wear white shirts and black pants. It’s 
like they’re living in The Matrix, but 
couldn’t afford a Keanu Reeves cameo. 
Slide By :- Howard Davidson Arlington MA
One of the additional taglines for the 
campaign is “Black is a color.” How any 
of this fights the perception of The Gap 
being bland is beyond me. 
Howard Davidson Arlington MA 
Slide By :- Howard Davidson Arlington MA

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Howard Davidson Arlington Massachusetts - The Gap Just Wants You to ‘Dress Normal’

  • 1. The Gap Just Wants You to ‘Dress Normal’ by Howard Davidson, Arlington, MA Slide By :- Howard Davidson Arlington MA
  • 2. The Gap is encouraging consumers to simply ‘Dress Normal.’ Their new ads are anything but. Slide By :- Howard Davidson Arlington MA
  • 3. ‘Dress Normal.’ That’s the new slogan for The Gap, in what seems like a terribly misguided attempt to fend off the brand’s public perception of blandness. Wieden & Kennedy is responsible for the new campaign, and creative director Stuart Jennings addresses this perception by saying that ‘Dress Normal’ deals with “the issue of Gap feeling a little bland.” Slide By :- Howard Davidson Arlington MA
  • 4. Here we have the creative director of the agency that created the spots acknowledging that the Gap brand is perceived to be boring. I’m not sure ‘Dress Normal’ is the best catchphrase to fend off this perception. In fact, it seems to confirm everything I already feel about Gap: Their clothes are bland, and this slogan feels like they’re assuring me that nothing has changed. Slide By :- Howard Davidson Arlington MA
  • 5. But let’s get to the spots behind the slogan. Directed by David Fincher, one would expect the ads to be far better than they are. Each of the four ads is exceedingly bizarre, in what is assuredly some attempt at irony. ‘Dress Normal,’ says The Gap, while inviting you to view their snobby faux-artsy TV spots. Each ad has its issues, including one in which almost nothing happens. I swear, the script could have just read, “Man runs up stairs. Woman watches.” Slide By :- Howard Davidson Arlington MA
  • 6. Another makes no sense whatsoever. A soaking-wet woman is riding in a car with three completely dry people. She removes her jeans and throws them in the front seat as the words “the uniform of rebellion and conformity” grace the screen. This is one of those attempts at being trendy that ends up being needlessly obtuse. The ad makes no sense, and the slogan makes even less sense than the ad. Slide By :- Howard Davidson Arlington MA
  • 7. Here’s another reason that this campaign is on my nerves: I have never seen more yawn-inducing clothes in my life. It’s a wonder they bothered to shoot the ads in black and white, seeing as I’m not sure other colors are at play here in the first place. The people in these ads pretty much all wear white shirts and black pants. It’s like they’re living in The Matrix, but couldn’t afford a Keanu Reeves cameo. Slide By :- Howard Davidson Arlington MA
  • 8. One of the additional taglines for the campaign is “Black is a color.” How any of this fights the perception of The Gap being bland is beyond me. Howard Davidson Arlington MA Slide By :- Howard Davidson Arlington MA