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Gap’s New Video Ads go Behind the Scenes

Gap ads go behind the scenes

Taking viewers inside the company’s downtown Los Angeles denim studio, Gap’s new Fall 11 campaign is a major departure from the chain’s usual T.V. commercials, which often feature celebrity models. The retailer worked with ad firm Ogilvy & Mather and culture and design website Cool Hunting to create 30 short videos; many feature key members of the L.A. denim team. The videos go live on websites such as Cool Hunting and Refinery29 this week, and sponsored content will be posted on several more sites next week. Campaign images will be displayed in store windows and shoppers will be able to pull up the videos on their mobile devices.

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