奥斯卡级导演为服装品牌GAP推出Dress Normal第二季广告大片

来源:好奇心日报 文:许冰清

11 月 3 日,GAP 的新一季品牌广告开始出现在其社交媒体渠道和网站上。这 4 则 30 秒左右的广告都打起了温情牌,色彩缤纷的节日欢聚场景,加上昔日金曲作为背景乐,十分契合感恩节后、圣诞节前的气氛。

比如这支名为“Deep Down”的广告,主题曲就是欢快的“Pinball”。

如果不是每则视频的演员都穿着 GAP 最新款的服装,结尾处还都附上了广告语“You don’t have to get them to give them Gap”,还真有可能当成微电影就这么看过去了。这些广告在 11 月也将陆续出现在美、英两国的电视和电影院内。

奥斯卡级导演为服装品牌GAP推出Dress Normal第二季广告大片

这 4 则广告都出自曾获奥斯卡奖的美国导演索菲亚·柯波拉(Sofia Coppola)之手,她指导的电影《爱情,不用翻译》获得了 2003 年的奥斯卡原创剧本奖,也成为了第一位获得奥斯卡最佳导演奖提名的美国本土女导演。2010 年,她还凭借电影《迷失某地》(Somewhere)赢得了威尼斯电影节金狮奖。
奥斯卡级导演为服装品牌GAP推出Dress Normal第二季广告大片
奥斯卡级导演为服装品牌GAP推出Dress Normal第二季广告大片

索菲亚·柯波拉是 GAP 及其品牌创意方 W+K (Wieden & Kennedy)为其品牌活动 “Dress Normal” 寻觅到的第二位奥斯卡级导演。今年 8 月,他们首先找到的是以《搏击俱乐部》、《纸牌屋》闻名于世的导演大卫·芬奇(David Fincher)。他为 GAP 创作的广告片走的是比较暗黑惊悚的黑白文艺电影风,观众仿佛突然被扔进了紧张激烈的冲突中。(编者注:详见这里 http://madbrief.com/archives/16384)

大卫·芬奇的广告片看似与 GAP 愉快、阳光的风格不符,但 Gap 全球营销总监 Seth Farbman 表示,大卫·芬奇作品中永恒的的冲击力才是他关注的重点。“我们希望创造一些更有挑战性的广告片,而不是做一些温情脉脉、平滑叙事的故事。”

W+K 创意总监 Stuart Jennings 则表示,此次“Dress Normal” 活动不仅仅意味着 GAP 的一季新广告。通过邀请大牌导演拍摄这类电影感更强的广告片,GAP 今后也会将其作为宣扬品牌形象的长期平台。

CREDITS
Client: Gap
—Spots: “Crooner,” “Pinball,” “Gauntlet,” “Mistletoe”
Agency: Wieden + Kennedy, New York
Executive Creative Directors: Susan Hoffman, David Kolbusz
Creative Directors: Stuart Jennings, Susan Hoffman
Copywriters (“Mistletoe,” “Pinball,” “Crooner”): Laddie Peterson, Al Merry
Copywriters (“Gauntlet”): Laddie Peterson, Al Merry, Heather Ryder
Art Directors (“Mistletoe,” “Pinball” “Crooner”): Jaclyn Crowley, Jeff Dryer
Art Directors (“Gauntlet”): Jaclyn Crowley, Jeff Dryer, Morgan Sheehan
Head of Content Production: Nick Setounski
Producer: Alison Hill
Director of Brand Planning: Erik Hanson
Brand Planner: Hayley Parker
Director of Interactive Strategy: Marshall Ball
Interactive Strategist: Jordan Schenck
Account Team: Tamera Geddes, Molly Friedman, Patty Ehinger
Business Affairs: Lisa Quintela
Production Company: The Directors Bureau
Director: Sofia Coppola
Executive Producer, Managing Director: Lisa Margulis
Executive Producer, Head of Production: Elizabeth Minzes
Line Producer: Youree Henley
Director of Photography: Eric Gautier
Editing Company: Consulate
Editor: Chad Sipkin
Post Executive Producer: Alan Lopez
Editorial Assistants: Ryan McCally, Elizabeth Navarro
Visual Effects Company: The Mill
Lead Flame: Jamin Clutcher
Producer: Clairellen Wallin
Telecine Company: CO3
Colorists: Tom Poole, Stefan Soonenfeld
Mix Company: Sonic Union
Mixer: Steve Rosen
Music Supervision Company: Able Baker
Music: “Pinball”
Song: “Deep Down”
Artist: Hazel & the Jolly Boys
Music: “Crooner”
Song: “Cry”
Artist: Johnnie Ray
Music: “Mistletoe”
Song: “I’m Not Ready for Love”
Artist: By the Promise
Music: “Gauntlet”
Song: “I’ve Got Stripes”
Artist: Johnny Cash
—Print and OOH
Agency: Wieden + Kennedy, New York
Executive Creative Directors: Susan Hoffman, David Kolbusz
Creative Directors: Stuart Jennings, Susan Hoffman
Copywriter: Laddie Peterson
Art Director: Jaclyn Crowley
Account Team: Tamera Geddes, Molly Friedman, Patty Ehinger
Project Manager: Kellie Pederson
Art Buyer: Molly Dowd
Photographer: Frederike Helwig
Business Affairs: Lisa Quintela
Director of Brand Strategy: Erik Hanson
Brand Strategist: Hayley Parker
Director of Interactive Strategy: Marshall Ball
Interactive Strategist: Jordan Schenck
Retouching Agency: 150Proof&Co
Retoucher: Chris McClelland