Old Navy Stays Tuned In With Nicole Atkins
May 16, 2008
- Branding
By Kamau High, N.Y.
When MTV airs its Movie Awards live on June 1, hosted by Mike Myers, one of the commercials viewers will see will be for Old Navy, the clothing chain owned by the Gap. While details of the spot remain scant, Billboard can reveal that it will feature singer/songwriter Nicole Atkins' "Maybe Tonight," from her 2007 Red Ink/Columbia album "Neptune City."
The set has sold 19,000 U.S. copies since its release, according to Nielsen SoundScan, and reached as high as No. 20 on Billboard's Top Heatseekers chart.
The spot, made by Old Navy's in-house advertising department, is meant to keep viewers from switching channels by mimicking elements of the broadcast. "The reason it's only running during the awards is because it promotes Old Navy in the context of the Movie Awards," says Kenny Ochoa, VP of music licensing for Sony BMG Music Entertainment, which is part of the Sony BMG Commercial Group.
The commercial will run...
Click here for the full story including details on how previous Old Navy campaigns have impacted sales, the tie-in with MTV, and how the Old Navy spots will mimic MTV content.
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