Old Navy — Back to Quirky Humor

Crispin Porter & Bogusky’s new Old Navy campaign adds a big dose of humor for their core 25-35 yr old consumer market…staying clear of last fall’s sexy, high-fashion approach.

The campaign focuses around the lives and family dynamics of a group of plastic mannequins called “SuperModelquins.” AdAge announced that the first mannequins will hit stores this Friday after being featured tonight during “Grey’s Anatomy,” “The Office” and “Survivor.” On March 9th, a spoof of US Weekly will appear on news stands. Crispin Porter & Bogusky will release these webisodes on a microsite and plans to have a big push on Twitter and Facebook.

“Even though these are very challenging times, they should be the best of times for Old Navy,” Mr. Wyatt said. “[We have] the components of a long-lasting campaign here. Our challenge and Crispin’s challenge is to keep it fresh, keep it entertaining and keep driving the value proposition.”

Here’s hopping these characters are dynamic enough to stay around…that may depend a lot on the amount invested in maintaining character engagements on a day to day basis.

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