Gap TVC all set to make ripples with Parker, Kravitz

MUMBAI: Gap's new fall TV campaign pairs actress and fashion icon Sarah Jessica Parker with the much acclaimed musician Lenny Kravitz in a pop culture event celebrating personal style. The campaign debuts with a 90-second director's cut during the MTV Video Music Awards on 29 August.



The spots are set to an original remix by Lenny Kravitz that consists of elements from Lady, Kravitz's latest single from his new studio album Baptism, and his Grammy-nominated song Are You Gonna Go My Way. As Lenny performs the song, Parker dances and multiplies her looks, showcasing different ways Gap jeans can be worn. At one point it appears as if there are six different versions of Parker dancing with Kravitz.



This campaign is about expressing your personal style, and no one does that with more originality and flare than Sarah Jessica Parker and Lenny Kravitz," says Gap president Gary Muto. "The energy and excitement they bring to Gap's new TV ads is unmatched."

In the spots Parker and Kravitz express their individuality with customized outfits that convey their personal styles. Parker wears Gap's new ultra low rise jeans, cropping, cuffing and rolling them to create a variety of looks, and pairing them with key pieces from Gap's fall collection. In several shots, Parker customizes her jeans with a velvet ribbon sewn down the pant legs to create a tuxedo pant style. Another customized look features jeans cut just below the knee and enhanced with a ribbon bow at the hemline.

For a finishing touch that adds plenty of "bling," Parker wears more than $10 million in estate and antique jewels from Fred Leighton. Lenny Kravitz's clothes in the upcoming spots were customised by adding studs and grommet detailing to everything from jeans to denim vests. He also wears jeans embroidered with a gold braided ribbon down the pant legs.

Kravitz completes the look with his trademark accessory -- a Gibson Flying V guitar -- Lenny's guitar of choice. Directed by Francis Lawrence and developed by Gap's creative agency Laird+Partners, the "How Do You Wear It?" TV campaign consists of a series of three 30-second spots. Additionally, special 15-second teasers (in which the artists were not revealed) precluded the official launch of the spots, creating excitement and anticipation for the campaign. An extended 90-second Director's Cut of the spot will premiere exclusively on August 29 during the MTV 2004 Video Music Awards. After the MTV launch, the ads will air in the United States on all major networks, spot markets and cable from 29 August - 2 October. They also will air on networks in Canada from 29 August - 2 October; in the United Kingdom from 5 September - 29 September; and in Japan from 13 September - 17 October.

After the ads break, customers around the world will have a chance to create their own version of the looks worn by Parker at special customisation events being held at select Gap stores. In addition to offering customisation, the tour also will give customers an opportunity to have their photo taken by a Gap photographer and go home with a professional photo that looks just like a real Gap ad.

A special website,, will follow the Show Us How You Wear It tour as it crosses the country, allowing customers to post pictures showcasing their personal style and search and vote for their favorite posted pictures. Customers can also visit the site to watch Gap's new television spots and get styling tips for fall. For more information, visit when the site launches on 29 August.

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