Before everyone was doing this, we started the trend. Old Navy’s CMO was dead-set on doing jingles, so we made them interactive. People could use Shazam to tag Old Navy commercials on TV and online, scoring coupons or free clothing. The first track/commercial released, SUPER C-U-T-E, became the most tagged song on Shazam, overtaking Chris Brown’s latest single, and it stayed there for over a month. While other teams wrote the songs, Yoko Fujita and I created the entire interactive framework.
Thomas Pardee,
Ad Age
BRAND
Old Navy
AGENCY
CP+B
ROLE
Concept
Copywriter
AGENCY TEAM
Executive Creative Director:
Tiffany Rolfe
Associate Creative Director:
Vivian Wan
Melissa Blaser
Andy Pearson
Creatives:
Yoko Fujita
AJ Musial Rivvers
Digital Producer:
Shaz Sedighzadeh
YOUTUBE
METLIFE