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W+K NY Gets Super ‘Normal’ for Gap

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As an agency denizen, you’ve no doubt embraced the notion of “normcore”…right?

It’s hard to believe that a t-shirt and jeans combo somehow amounts to a fashion statement, but the new Fall campaign from Gap speaks volumes on how the world will dress in 2014 (outside of pitch meetings, at least).

Wieden+Kennedy won the account without a review back in March, and this first campaign features print and (yet-to-be-released) TV spots with big stars like Anjelica Huston and Elisabeth Moss “Dress[ing] Normal” in a nod to clothes that resemble a uniform without trying too hard.

Since Gap’s strengths always concerned the basics, getting back to them seems like a good idea for the brand. Some alternate taglines on that theme for your review after the jump…

  • “Dress like no one’s watching”
  • “Get caught wearing the same thing”
  • “Let your actions speak louder than your clothes”

Apparently, “normal” might just be the new normal.

(For the record, we’re partial to Michael K. “Don’t Call Me Omar” Williams proudly showing his age.)

omar

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