Gap's new ads

(Twyla Tharp, Forest Whitaker and Lucy Liu are among the celebrities shot in black and white by Annie Leibovitz for the latest Gap advertising campaign.)

Seems like Gap churns out new ad campaigns every 5 minutes, but not many are successful. Gap Tries a Somewhat Old-Fashioned Campaign. 'This fall, Gap will try to atone for such missteps. It is eschewing television ads in favor of a print campaign shot by the photographer Annie Leibovitz, who took black-and-white portraits of famous and semifamous people — like the comedian Sarah Silverman and the actors Forest Whitaker, Lucy Liu and Liev Schreiber. All of them are wearing the type of traditional garb that made Gap such a closet staple (and, the company hopes, of the type people can actually see themselves wearing). The tagline: “Classics Redefined.”

Other faces of the campaign are the actors Selma Blair, Regina King and Ken Watanabe; the musicians John Mayer and Puffy and Ami Yumi; the choreographer Twyla Tharp; the designer Marcel Wanders; and the filmmaker Davis Guggenheim, who won an Oscar for directing “An Inconvenient Truth.”'

(Source: nytimes.com)