Old Navy has tapped comedian Amy Poehler to rev up its latest marketing campaign. Poehler is expected to be in several Old Navy TV commercials as it seeks to reinvent its image and draw attention to the brand.
In the first 30-second spot, "Meet the Pixie Pant," the Parks and Recreation star and former Saturday Night Live cast member is seen as a job interviewer who obsesses over a potential employee's Old Navy pixie pants. After learning that the applicant purchased the pants for only $25, Poehler hires the woman on the spot before abruptly fleeing from the room to head to Old Navy. The commercial creates a sense of urgency for Old Navy shoppers, while encouraging them to get in and grab deals before they're gone.
Old Navy has a six-month agreement with Poehler and hopes to extend the relationship. The ads were created by Chandelier Creative in New York.
Gap Inc. (NYSE:GPS), the parent of Old Navy, is seeking to draw attention to Old Navy just as it expands into China. The company has reportedly struggled to raise brand awareness there, where it opened its first store in Shanghai on March 1. Five more Old Navy stores are planned for China this year along with a dedicated Old Navy e-commerce site.
Watch the ad featuring Amy Poehler below.
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