76 College Students Fill a 52,454-Seat Stadium
Urban Outfitters unveiled its first back-to-campus-specific advertisement, “All Together Now,” on Wednesday. Seventy-six students from more than 10 universities appeared in the ad, and filming took place at Rutgers University’s 52,454-seat football stadium. The video opens with a dance battle in the stadium, followed by a scene in which a student watching it via livestream from the stands gathers friends and jumps onto the stage with them.
The ad will run across social media and stores, as well as connected TV (CTV). This is Urban Outfitters’ first foray into long-form advertising formats and CTV ad placements, signaling that the brand’s advertising strategy is moving beyond a focus on short social content.
The campaign is being interpreted as an advertising investment by Urban Outfitters, which has recently continued its performance rebound, to attract college-age consumers as new customers during the college enrollment season.
Source · Glossy, "Exclusive: Urban Outfitters launches its first back-to-campus commercial"
After 10 Consecutive Quarters of Growth, Gap Bets on Denim for Fall
Gap tapped Indi Navarrette, who drew attention for the film “Obsession,” and singer-songwriter Malcolm Todd as the faces of its fall denim campaign, “Denim on Your Own.” For the campaign, Todd newly recorded Robin’s 2010 hit “Dancing on My Own,” which serves as the central soundtrack throughout the ad.
The campaign, which began Tuesday, spans digital, social, email, and stores, as well as out-of-home advertising in Times Square and along Sunset Boulevard, and paid ads on YouTube, TikTok, Meta, and Pinterest. In the video, the two appear in music-video-style scenes wearing Gap denim’s mid-rise straight tapered jeans and ’90s loose jeans.
The campaign continues Gap’s recent performance rebound. In the first quarter of this year, Gap’s comparable-store sales rose 10% year over year to $796 million (approximately KRW 1.1 trillion), marking its 10th consecutive quarter of positive growth.
Source · Retail Dive, "Gap's fall campaign enlists 'Obsession' star to promote denim"
Full Clothing Replacement That Changes Only the Clothes While Keeping the Model and Pose
RealSnap’s full clothing replacement is a tool that completely replaces the top and bottom in an existing model-outfit image with other uploaded garments. Without booking the same model again or resetting the pose, you can use one saved outfit shot as the basis for dressing the model in the next product.
The primary users of this feature are e-commerce product-detail-page managers or lookbook designers who need to present multiple tops and bottoms sequentially each season. Instead of repeating model casting, shoots, and reshoots from different angles for every product, they can use one completed outfit image as the basis for creating the next product image, making it especially useful for small brands or sellers that launch new products frequently.
