Word: gap
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...time the world recognized that we are not God. America today is the closest the world has ever seen to God. But, alas, the gap remains great. We are not quite omnipotent, and we cannot be ubiquitous...
...aesthetic impulses, is to lure your credit card out of your wallet. The art of these dream merchants is ultimately graded against the bottom line, and the high cost of their productions reflects the extravagant returns at stake. One 30-second spot of Missy Elliott and Madonna for the Gap required 400 hands (including those of a Kabbalah teacher). A 20-page fashion story for Vogue can demand five days of scouting, four models, three assistants, 200 rolls of film and a six-figure budget. Several million dollars goes into the development of a $50 bottle of perfume, including...
Never mind that he reportedly bagged Madonna for a cool $10 million to hawk Gap corduroys while singing a remix of Get Into the Groove with Missy Elliott. That's all just in a day's work for imagemaker Trey Laird. The real story is that Laird's creative vision--always making an emotional connection to the consumer--has put the Gap back in the black...
...Gap had lost its style. It didn't have any edge," says Laird, who broke into the art-directing business working for Peter Arnell and then Donna Karan. Customers were fleeing too. In the 27 months before Laird's arrival, the Gap had suffered consecutive same-store sales declines and had alienated core customers with products that were deemed too trendy. Laird's big idea was to bring the advertising back to its roots, taking the images out of the studio and putting them into everyday life. Already Gap's same-store sales for the four-week period ending...
...secondary line, Marc by Marc Jacobs, after she wore his designs at her shoplifting trial. Director Sofia Coppola designed a line of fall bags for the same label. And this season a severe-looking J. Lo stars in Jacobs' Louis Vuitton ads. Then there's the famous Madonna Gap commercial and Coke's recent "Real" campaign starring real couple Courteney Cox and David Arquette...