Music Superstars Fall Into The Gap

Posted on July 29, 2005 by

Clothing retailer Gap Inc. has rounded up a string of big-name celebrities to command a mega marketing campaign this fall. Starting in September, star singers including Alanis Morissette, Keith Urban, and Michelle Williams will be urging you to fall into the Gap when they appear in the company?s ?Favourites? advertising campaign.

For this promotion, what?s old is new again: the Gap?s new TV ads will feature each artist performing a cover of a favourite song. Of course, each singer will also be modelling a pair of Gap jeans at the same time.

Morissette will cover Seal?s ?Crazy? while fellow pop-rock chicks Liz Phair and Joss Stone, will take on Irving Berlin’s “Check to Cheek” and the Beach Boys’ “God Only Knows,” respectively.

Meanwhile, country superstar Urban will give his version of Billy Thorpe’s “Most People I Know Think I’m Crazy,” and Williams, of Destiny?s Child fame, will sing the Al Green classic “Let’s Stay Together.” This year?s breakout R&B sensation John Legend will be doing the Isley Brothers’ “Hello It’s Me,” while singer-songwriter Jason Mraz tackles Bob Marley’s “One Love.” Finally, Incubus’ Brandon Boyd will channel Elvis Costello with his hit, “Alison.”

From September 1 to 17, fans who want to hear more of the performances can pick up a special eight-track CD available at Gap stores and Gap.com. Each of the songs, along with a director’s cut of the commercial and behind-the-scenes footage, will be distributed as a free gift to customers making purchases of $60 or more, while supplies last.

This promotion will be an appropriate tie-in to another Gap marketing campaign that partners up the fashion giant with Apple iTunes next month. From August 8 to 31, a simple trip to a Gap fitting room will score customers free music. All Gap wants you to do is to try on any pair of its new jean fits and you?ll score a complimentary song from Apple?s iTunes music store.

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