April 1999
s m u g
target audience
by Leslie Harpold

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A Lovely Day

Forget the shame that I feel for being in love with the Banana Republic quasi Brasiliana Chino song, forget that the Volvo ad with the slightly atonal singer made me wonder if the female singer had records I could buy and listen to that didn't involve her singing about a car. The use of music in advertising is a time-honored ploy to get attention and associate an emotional response with a product.

then i look at you, and the world's all right with me
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As of late though, it seems that the music used in advertising is just getting better. No better case scenario exists than in the new Gap Khakis spot directed by former graffitti artist Hype Williams. Set to Bill Wither's "Lovely Day," which could be the ultimate feel good song, I can't see this ad without getting the all-over happy groove.

Score one for Gap. As a retailer who waited longer than most to start using television, no matter how much it may pain you to see our favorite cultural sign posts all dressed up in khaki and shilling for mass produced generic fashions, the Gap scores consistently with their ads. There's nothing not to like.

The visuals are formula, a fine group of clean multi-ethnic twentynothings with clear skin in freshly laundered, non-offensive Gap fashions doing some cute dance steps and smiling, smiling, smiling for the camera, which speeds up and slows down, zooming in and out to make sure we pay attention for the whole 30 seconds, while the song merrily plays on, assuring us that everything is going to be a-ok. In fact, lovely.

The Withers sound track is a smart move. The song is old enough that we're not sick of it, classic enough that it appeals to people of all ages, and laced with warm horns that hit you right in that little spot that advertisers hope is connected directly to your wallet, just below your heart and above your Xylex. No one ever had their heart broken to this song, or begged their kids to turn the racket down. The younger set of viewers can identify with the visuals. For once I'm seeing dance steps on TV I've actually seen in clubs this year. While they may not remember the song, they don't need to - this is as close as it gets to plausible when their rituals are redefined on the small screen.

leslie@smug.com

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