TV ad: Old Navy: Corporado

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Old Navy is launching a fully integrated campaign designed to reignite the retailer’s dialogue with their male customer. Created by San Francisco agency, Camp + King, the new campaign is based on studying the conversations that guys are having, and being exposed to, regarding fashion and contains a mix of traditional and non-traditional media, including viral video, print, PR, interactive and a mobile site driven by QR codes.The campaign launches with viral videos that contain no Old Navy branding and resemble commercials for faux fashion brands: “Supar Tool Fashion“ and “Corporado Menswear.” The faux commercials/viral films were created by Camp + King, and shot by Epoch Films and director Greg Bell.rn rnBased on the key insight that the target man has the very simple fashion goal of not getting it wrong, the campaign works to gain his trust and give him “guardrails” for avoiding fashion faux pas - specifically, not being noticed as "that guy."