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Bridging the Gap between East and West

Posted by Sheila Shayon on February 3, 2011 04:00 PM

While Gap North America is hustling to salvage the fall-out from its logo debacle and disappointing holiday sales, its China management team is pushing ahead with phase 2 of its Let's GAP Together campaign in the region.

Having entered the China market last year, Gap's local marketing campaign pairs creative individuals from China and the US who represent creative freedom, optimism, style and individuality.

American photography icon Annie Leibovitz shot Gap's China campaign, and even appears in one image with Hong Kong’s Wing Shya. Usher is paired with Taiwanese Mando-pop star Jolin Tsai; Hong Kong director Johnny To is paired with Hollywood director Barry Levinson.Continue reading...

celebrity brandmatch

Al Pacino's First Brand Endorsement

Posted by Shirley Brady on July 13, 2010 01:30 PM

We're not sure if Al Pacino was inspired by his old friends Robert De Niro and Martin Scorsese, but the Oscar winner has lent his name to his first product endorsement.

Similar in look and feel to De Niro's black-and-white American Express spot (which you can see after the jump), the spot features a chatty Pacino extolling coffee for Vittoria, a family-owned brand billed as "Australia's No.1 pure coffee brand." It wasn't shot down under, however—even in Australia's home of caffeine connoisseurs, Melbourne—but in Manhattan's Soho area, including shots of the historic (and now City Bakery-owned) Vesuvio Bakery.

Aussie ad blog Campaign Brief says the commercial was directed at Pacino's insistence by another Oscar winner, Barry Levinson, while the print campaign was shot by celeb photographer Brigitte Lacombe. (Update: Brandchannel's Abe Sauer points out that this is technically Pacino's second brand endorsement, although the first one ended up in a legal dispute. So let's say first official brand endorsement.)Continue reading...

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