New commercial kicks off year-long campaign where Old Navy gives fans unprecedented access to the brand, collaborating with them to shape marketing campaigns
Old Navy, America’s most democratic clothing brand, launched its newest spring commercial—Written by the Internet. In celebration of internet culture, this campaign—the first of its kind for Old Navy—invites customers to help shape the brand’s marketing throughout the year, giving them unprecedented access to collaborate at the highest level.
High school senior, Samuel (Sam) Beasley, inspired the campaign with a single post on his social media. The post features Sam nodding to an upbeat song with the caption “we about to get the most fire Old Navy commercial ever.” Sparking excitement with fans, the post generated over 1,000 comments, with people sharing ideas around what they’d want to see in an Old Navy ad. Old Navy gave the people what they wanted and turned virtual commenters into co-creators, creating a commercial entirely scripted by user social media comments! Bringing the Democracy of Style and Service to life in a whole new way.
“It’s really cool that I am influencing a commercial, and that Old Navy is enabling people to put their influence into their commercials,” said Beasley. “It’s just cool to see all of that come together so nicely—even the different comments that people posted are in the commercial!”
You can watch the full spot here and see the comments played out, including hilarious screen directions such as “Dads. Dancing. Everywhere.” that are taken quite literally within the spot.
The brand’s “Written by the Internet” campaign, launches with the spring spot and will take on different iterations throughout the year. The new concept strengthens Old Navy’s commitment to listening to its customers in everything it does—from co-created marketing initiatives to consumer-driven product launches.
“To be the most democratic and accessible brand we must listen to our customers and give them what they want. Even when it comes to how we are marketing to them,” said Jamie Gersch, CMO of Old Navy. “To see what Sam and our fans naturally inspired was truly remarkable. This campaign is just the start to how we’ll be bringing accessibility to our customers this year in new and different ways.”
The commercial spotlights Old Navy’s women’s All Day Dress collection alongside other spring staples for the family, bringing them to life in true Old Navy fashion: with bright backdrops and a dance-worthy song. The campaign was created in partnership with The Martin Agency.
Fans are encouraged to tag @OldNavy on social media to share their own ideas for the brand’s marketing this year.
About Old Navy
Old Navy is a global apparel and accessories brand that makes current American essentials accessible to every family. Originated in 1994, the brand celebrates the democracy of style through on-trend, playfully optimistic, affordable and high-quality products. A division of San Francisco-based Gap Inc. (NYSE: GPS), Old Navy brings a fun, energizing shopping environment to its customers in more than 1,200 stores around the world. For more information, please visit www.oldnavy.com.
Contacts:
Dava Huber
dava_huber@gap.com
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