Old Navy had a long and largely fruitful relationship with Crispin Porter + Bogusky. But the retailer seems reinvigorated creatively since splitting from CP+B last summer.
Part of the problem was that the CP+B work was so fully realized—and in such a particular style—that it became limiting. The ads, from the SuperModelquins to the Funnovations, were always recognizable and well crafted, but they became a bit suffocating.
Lately, though, freed from those constraints, Old Navy has done some irresistible commercials. First, Melissa McCarthy hilariously hammed her way through a game-show parody for Black Friday—in an ad by Chandelier in New York and director Roman Coppola.
Now, the same agency and director have teamed up for a spring 2014 spot starring another comic, Debra Wilson, who plays a TSA agent bowled over by a passenger's $19 Old Navy jeans.
Wilson, an original MADtv cast member, is hilarious in the role. And Coppola again displays a deft touch for comedy—and for madcap scenes of pandemonium. As the passengers absurdly flee for the exits in this ad, falling over each other in the process, it recalls one of Coppola's other recent outings—the Windows Phone ad with the melee between Apple and Samsung users at a wedding.
It's helpful for any clothing retailer to have a range of styles, in its clothes and its advertising. And Chandelier is certainly giving Old Navy new looks.
The spot will also run as a :30. A Spanish-language version will star actress Dascha Polanco, aka Daya from Orange Is the New Black.
CREDITS
Client: Old Navy
Agency: Chandelier Creative
Creative Director: Richard Christiansen
Associate Creative Director: Lena Kuffner
Managing Director: Sara Fisher
Art Director: Michael Scanlon
Producer: Jill Andresevic
Production Company: The Director's Bureau
Director: Roman Coppola
Executive Producers: Lisa Margulis, Elizabeth Minzes
Line Producer: Eric Sedorovitz
DP: Matthew Libatique
Editorial: Rock Paper Scissors
Editor: Carlos Arias
Assistant Editor: Lauren Dellara
Executive Producer: Eve Kornblum & Carol Lynn Weaver
Head of Production: Justin Kumpata & Angela Dorian
Post Producer: Lisa Barnable & Shada Shariatzadeh
Telecine: Company 3 LA
Colorist: Sean Coleman
Music Supervisor: John Bissell, Mothlight Music
Mixer: Rohan Young at Lime Studios
Assistant Mixer: Jeff Malen
Post Production
Design Studio: Elastic
Art Director: Lisha Tan
Designer(s): Lyn Cho
Producer: Michelle Machado
Executive Producer: Jennifer Sofio Hall
VFX Studio: A52
2D VFX Artist(s): Dan Ellis, Matt Sousa, Gabe Sanchez
Producer: Michelle Machado
Executive Producer: Megan Meloth