Academy Award Winners Direct New Gap TV Spots Evoking Classic, Simple Styles of Summer

SAN FRANCISCO--(ENTERTAINMENT WIRE)--April 24, 2002--Using the timeless feel of black-and-white cinematography, Academy Award winners Cameron Crowe and the Coen brothers, and emerging director Roman Coppola, are behind the camera in Gap's new TV campaign, with three 30-second films promoting denim, khakis and the white shirt -- the classic, simple styles of summer.

The spots, "Denim Invasion," "Two White Shirts" and "Down on Khaki Street" debut April 28 in the United States on Law & Order, Criminal Intent and the X-Files. Throughout May, the spots can be seen during episodes of 24, West Wing, Friends, ER, Will and Grace, Felicity and the NBA Playoffs. The TV spots also will air in the United Kingdom and Canada.

Cameron Crowe marks his directorial debut in TV advertising with the spot "Denim Invasion," which features Kate Beckinsale and Orlando Bloom as an alluring couple whose summer stroll is interrupted by admirers. In "Two White Shirts," directed by the Coen brothers, Dennis Hopper and Christina Ricci engage in a lazy summer respite, lounging poolside playing a game of chess (Christina is winning). And in "Down on Khaki Street," directed by Roman Coppola, Zooey Deschanel, Scarlett Johansson, Ashton Kutcher and Jay Hernandez cruise carefree on bicycles, turning an empty urban street into a passing summer playground.

The campaign was created under the direction of Lisa Prisco, the creative director behind some of Gap's most memorable TV ads, including Khakis Swing, Khakis Groove and Khaki Soul. Prisco and the directors collaborated to create commercials that would feel like short films. Contributing to this effect is the "one take" technique, which required unedited, carefully choreographed camera movement from start to finish. In addition, each spot is set to two different soundtracks of '60s-inspired music, creating dramatically different emotions of the same scene.

"Lisa, Cameron Crowe, the Coen brothers and Roman Coppola have created a campaign that speaks to summer moments in simple, classic Gap style," said Peter Hempel, executive vice president, Gap global marketing. "These spots convey a sense of summer that's fun for everyone to imagine, featuring iconic Gap clothes that everyone loves to wear."

Gap's summer campaign also includes black and white photography taken by David Strick, with images featured in Gap store windows globally and online at gap.com.

Through its stores in the United States, Canada, the United Kingdom, Japan, Germany and France, Gap (NYSE:GPS) sells clothing, accessories and personal care products for adults, kids and baby. In the U.S., customers may shop the Gap online store at gap.com.