Because Guys Should Dress Like Guys, Not *That* Guy.
This country's drowning in cowboys and glamour goths. And to show today's fashion-strapped men that it knows what the real priorities are, Old Navy's enlisted Camp + King, which in turn produced two fashion spots for two fake brands: Supar Tool and Corporado Menswear.
The ads tear a new asshole out of two douchey mainstream aesthetics: the Eurotrash vampire metrosexual and the cowboy complex.
Here is the magic:
The campaign, aptly titled "Dress Like a Guy, Not That Guy," hinges on the "insight" that "the target man" is seeking guardrails for avoiding fashion faux pas. Having asked ourselves what this triumphant mediocrity looks like, Finn from Glee came to mind.
Other elements include a Facebook page, weirdly labeled The Guy Gallery (like ... can we pick one out and take him home?), which sports reduced rates and coupons. There's also a Maxim spread and a mobile site where users can play games and get style advice on Old Navy's mens collection.
An okay idea with a clear and scalable premise. Considering you can't get anymore inoffensive than what Old Navy proffers fashion-wise, the brand is served beautifully.