GAP Launches Bold New Films, Directed by David Fincher, as Part of its Global 'Dress Normal' Campaign

GAP Launches Bold New Films, Directed by David Fincher, as Part of its Global 'Dress Normal' Campaign

Dress Normal celebrates individuality and authenticity of personal style

NEW YORK, August 28, 2014 /PRNewswire/ --



Gap, the iconic American clothing brand, today revealed a series of films that will
air on TV, in cinema, in stores and online, created by Academy Award-nominated director
David Fincher (The Girl With The Dragon Tattoo, The Social Network, Fight Club and the
much anticipated Gone Girl). The four new commercials - Kiss, Drive, Golf and Stairs -
mark Gap's return to television.



Fincher's inspiration and cinematic touch is clearly apparent, with a creative
treatment that sets them apart from Gap's previous TV campaigns. The four films were
created with Wieden+Kennedy New York as part of Gap's new campaign, Dress Normal.



"We want these films to get people talking. Each one features a confident woman at the
center and tells a story of how liberating it is when you are being your most authentic
self. We believe everyone who watches them will identify with one or more of the
characters," said Seth Farbman, Gap Global Chief Marketing Officer. "We were thrilled to
work with David Fincher, one of the greats of modern American cinema and a superb
storyteller. His highly detailed and authentic style resonates with the Gap brand and
these films truly bring to life what our Dress Normal message means."



Dress Normal is rooted in the same core values the brand has unapologetically stood
for over the past 45 years - individualism and the liberation that comes from confidently
being your most authentic self. Dress Normal boldly instructs individuals to shape their
own authentic, personal style - and intentionally challenges every one of us to dress for
ourselves.



"We were inspired by the bold and honest spirit of the millennial generation; their
authenticity is what makes them stand apart in today's complex world," Said Stephen
Sunnucks, Gap Global President. "Gap has always stood for individuality and being your
most authentic self. By challenging the idea of what it means to dress normal, we hope to
inspire confidence in everyone's own personal style."



The films use taglines such as 'dress like no one's watching' and 'simple clothes for
you to complicate'. They are all shot in black and white, evoking the era of Film Noir and
giving a subtle nod to our fashion point of view that black denim is the must have trend
this Fall. They were all filmed in and around Los Angeles ("Golf" was filmed on location
in Industry, CA and "Stairs" was filmed in Pasadena City Hall). They launch in the US and
UK in the week of September 1.



The commercials appear alongside a print campaign that features unique photography
stills of recognizable people who are known for their own art of dressing normal, starting
with Anjelica Huston, The Royal Tenenbaums; Elisabeth Moss, Mad Men; Michael K. Williams,
Boardwalk Empire; Jena Malone, The Hunger Games: Catching Fire; and Zosia Mamet, Girls.



The Fall campaign marks the first creative execution of Dress Normal which begins its
story with a classic Gap item and one of the coming season's biggest trends - black denim
- and season after season the narrative will shift to other iconic Gap staples. The
concept was developed in partnership with Wieden + Kennedy New York, known for bringing to
life brands like Nike, Coca Cola, and Old Spice through provocative storytelling.



In addition to television, the campaign spans outdoor, mobile, direct, social, in
store and digital. Gap has also enhanced its Styld.by platform with amplified digital and
video content and a broader range of creative influencers, including popular bloggers,
style experts, musicians, photographers, filmmakers and artists to curate the best fall
looks and illustrate their version of Dress Normal. In mid-September, the brand will
launch an experiential element to the campaign - the Dress Normal Project - which brings
to life what it means to dress normal through the lens of consumers across North America.



All four commercials can be downloaded at:
https://edelmanftp.box.com/gapdressnormal, or watched and shared now on YouTube:
https://www.youtube.com/playlist?list=PLGlQfj8yOxeh5HAOoTItrWFofFZ88XiGH



About Gap



Gap is a global apparel and accessories brand focused on delivering casual, American
style. The brand offers classic iconic clothing that helps customers express their
individuality through its Gap, GapKids, babyGap, GapMaternity and GapBody collections.
With an optimistic point of view and belief that everyone can make their creative mark in
the world, Gap embodies what it means to be bright. Founded in San Francisco in 1969 by
Donald G. Fisher and Doris F. Fisher, the brand has grown from one store to over 1,700
company-operated and franchise retail locations around the world. Gap is the namesake
brand for leading global specialty retailer, Gap Inc. (NYSE: GPS) which includes Gap,
Banana Republic, Old Navy, Piperlime, Athleta, and Intermix. For more information, please
visit http://www.gapinc.com.




GAP

CONTACT: Media Contacts: Neil Cassley Edelman +44(0)20-3047-2021 +44(0)7813-835-748 Neil.Cassley@edelman.com Kari Shellhorn Gap Inc. +1(415)427-1805 press@gap.com


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