Old Navy’s new marketing and advertising campaign featuring “SuperModelquins” is intended to target the brand’s customer—“a young mom on a budget shopping for herself and her family.”  The irreverent campaign emphasizes Old Navy’s trademark sense of fun, fashion and value, and was designed to capture the attention of hundreds of millions of people in a way that’s befitting to the personality of the brand. The multi-faceted campaign kicked-off with a TV spot that aired on February 26 followed by creative circulars, online advertising, in-store promotions, direct mail and a microsite.  “We know our customers are looking for unbeatable value, particularly in today’s economic environment,” said president Tom Wyatt. “We want to grab our customers’ attention in exciting ways while sending a strong message that Old Navy is serious about offering phenomenal product at great prices.” 

The campaign aims to turn Old Navy’s “SuperModelquins” into instant celebrities. Although they each have their own unique personality and style, complete with background stories akin to the gossip magazines in the supermarket check-out line, they are united by a mission to chat up Old Navy’s fashion-at-a-value brand promise to customers. 

The campaign was developed in partnership with Crispin, Porter + Bogusky and the first TV ads will promote exciting new deals and core product categories such as denim – all presented in the unique Old Navy way.