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W+K and David Fincher make ‘Dress Normal’ sexy for Gap

Clothing brand Gap has been struggling for years. It’s not that there’s much wrong with the clothes more that newer brands have stolen its preppy position leaving Gap floundering in the middle ground.

So it’s hired Wieden+Kennedy New York to tackle this thorny issue and, judging by this campaign ‘Dress Normal,’ it may have cracked it.

On the face of it ‘Dress Normal,’ sensible enough for Gap, is hardly exciting but edgy film director David Fincher (The Girl With The Dragon Tattoo, The Social Network) makes it so. Arguably the best fashion campaign around.

Is that David Droga, infiltrating someone else’s shoot, in the passenger seat?

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.
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