Creativity

Old Navy: Supar Tool

Don't dress like that guy.

Published on Jun 07, 2011

Editor's Pick

A series of videos posing as high fashion commercials kick off a new integrated campaign for Old Navy out of Camp + King, which aims to start a new conversation with its male customers.

Posing as arty spots for fashion brands called 'Supar Tool' and 'Corporado', the virals carry no Old Navy branding until the very end, when they are revealed to be fake and divert the viewer to a website, dresslikeaguy.com. The strapline is 'Dress like a guy. Not THAT guy.'

The full campaign will include spreads in Maxim magazine, a Men's tab on the Old Navy Facebook page and a mobile website. There, visitors can save 'outfits' to their phone's photo library so they can show them to store associates, delivering on the male customer's desire to 'buy' and not 'shop.'

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About

Credits

Date
Jun 07, 2011
Agency:
Camp + King
Client:
Old Navy
Director:
Greg Bell
Film Company:
Epoch Films
Partner/Chief Creative Officer:
Roger Camp
Partner/CEO:
Jamie King
Director of Content Production:
David Verhoef
Producer:
Lauren Elliot
Brand Narrative Manager:
Emily Forsyth
Designer:
Dani Saputo
Production:
Epoch
Director:
Greg Bell
Director of Photography:
Corey Walter
Managing Partner:
Jerry Solomon
Executive Producer:
John Duffin
Editorial:
Barbary Post
Editor:
Doug Cox
Assistant Editor/Motion Graphics Artist:
Daniel Sanchez de Miguel
Executive Producer:
Kristen Jenkins
Producer:
Ben Somkin
Finish:
Moving Picture Company
Finish:
Barbary Post
Colorist:
Ed Koenig
Online Artist:
Greg Gilmore
Senior Engineer:
Joaby Deal

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