The Gap's trying to make a comeback of sorts, getting back to its roots as a clothier that provides normal clothes that look great in any setting, for any person.
They're kicking off that rebirth campaign with a series of ads directed by Academy Award-nominated director David Fincher. The ads center on the concept of "Dress Normal," leaving the definition of "normal" up to the individual. In other words, Gap wants consumers to set them as the standard for everyday wear.
"Finding your own version of 'Dress normal' is an art," Seth Farbman, Gap's global chief marketing officer, said to Adweek. "My normal is different from your normal, and that's the essence of the campaign."
Golf plays into one of the four ads shot in black-and-white. Entitled "Golf," it features a woman getting out the passenger side of a car at a driving range, then dancing her way onto the range behind a man who's attention she's trying to get. Then she kind of goes away. A little meta, really.