Old Navy is looking to enlist a few good men.
The retailer is launching its first campaign specifically targeting men this Thursday, using scripted videos that goof on guys who take fashion – and themselves – too seriously.
Amy Curtis-McIntyre, senior-VP marketing, said the decision was made to focus on videos that would run online or via mobile devices rather than on TV, because men aren’t in the right mindset when they’re watching TV. “It’s difficult to reach men for an item of clothing through TV, it’s not particularly effective for us,” she said. When a guy’s watching really targeted male TV like sports, they’re not in a mind frame to look at polo shirts or jeans.”
Courtesy of adage.com