http://www.youtube.com/watch?v=l1iobvlwsQ4
In its most recent advertising, Old Navy’s strategy is
utilizing popular characters from the 1980s and 1990s. This was the first ad
that came to my mind when I first read this article: http://www.youtube.com/watch?v=l1iobvlwsQ4.
Some other celebrities that have been used are Mr. T, cast members from “90210”,
Joan Rivers, and George Takei from “Star Trek”.
The article from Ad Age goes on to say that for its holiday
spots, Old Navy will have commercials featuring the Griswolds from the movie “National
Lampoon’s Vacation” – the most recognizable actor being Chevy Chase. The chief
marketer for Old Navy said that the idea is to do things “all the way, larger
than life” and she believes the Griswolds represent that.
Additionally, the reason behind this strategy of using stars
from decades ago is that Old Navy targets a 25- to 35-year-old customer who has
an emotional connection to these characters. The chief marketer said it’s
useful to bring the target back in a way that is “credible and relevant and fun”.
Questions:
1. Have any of you seen
these ads? I know we’re a little bit younger than the 25-35 demographic, but we’re
old enough to remember these characters. If you have seen the ads, did you find
them relatable?
2. Do you think there’s
a possibility that by using characters who have faded out, it could show Old
Navy as outdated?
3. If so, how would you
change these ads to avoid that?
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