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Yet another company has decided to pull an asshole advertising stunt. The offender this time around: The family-friendly Gap, for some reason.
Their ad, which reads “Put some pants on! Because we can’t all look good in shorts!” now appears in Gap store windows across the country. In an attempt to bolster sales on their Fall jean/pant line, The Gap has resorted to telling people that their bodies are not acceptable. It reminds me of something a snarky thirteen-year-old would say in an attempt to make you feel inferior, only it’s far worse because clearly this advertisement was the brain child of someone long past puberty. A company like the Gap should know better. In essence they are shaming consumers into putting on a pair of their sweat-shop factory-made jeans. While I will occasionally allow my 80-year-old grandmother to berate me on my appearance, there is no way in hell I will stand for it from the Gap. I‘ll proudly wear my shorts, un-toned legs and all, thankyouverymuch.
Disgustingly, and painfully obvious, the Gap is …
… probably looking for a reaction. It’s possible that this ad is all about getting attention in hopes of generating more sales. It’s a shame that they’re willing to incite body issues in women to make a couple of bucks, but sadly the Gap is not alone.
Recently, a pro-anorexia Pretzel Crisps Ad was seen all over Manhattan that read “You can never be too thin” 
WTF! Cleverly, many of these ads were embellished by concerned citizens with statements explaining that you can in fact be too thin. After the defacement of many ads and negative media attention, Pretzel Crisps decided that they would remove them. While the Gap ads aren’t quiet as extreme, they are still damaging. My hope is that something similar happens to evoke a rethinking of this particular ad campaign, but it’ll probably drive sales nevertheless.
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I suppose Gap’s reasoning is that their ad is aimed at men, too, so it’s not as offensive. Of course, that’s dumb because I know a great many men who are shy about “chicken legs” or being too hairy or being too heavy as well. Gap, welcome to the world of assclowns.
I’m the first to admit I am a Gap child, but feelings aside, I’m not offended by this at all, more so because the shorts line doesn’t pop out at me (when I first saw it, I assumed they were making a jab a leggings (they have a new legging jean out)).
But bluntly, there are people who don’t look good in shorts, especially the short shorts that Gap sells, and since they said “we” I’m assuming that, if Gap was a person, they would be self conscious about themselves.
So maybe this is biases, but I’m not terrible offended by it.
Well, I don’t shop at the Gap anyway. But this certainly won’t encourage me to shop there any more than I already do.
I don’t fucking care if I don’t look good in shorts. I live on the Mediterranean coast and this is hell on Earth for God’s sake. Forreal. Proper, proper hot. Wearing long trousers is pretty much suicide from 1pm to 4pm. So they can kiss my fat, white, wobbly ass because I am for sure not covering up. And then in the winter I wear miniskirts because that’s how I roll.
I spend quite a bit of money in the Gap for the nieces and grandchildren. Love the clothes. BUT this ad reminds me of the Julia Roberts movie where she was shunned in a Hollywood high-end store because of her hooker look. The result was a spending spree in other stores. The ad man genius who came up with this ad certainly put a bad taste in my mouth. While I wouldn’t condone firing him for his/her error in taste/judgment, I will ultimately buy ALL fall pants and jeans elsewhere. I will be seeing the GAP in February for the spring line. A word to the wise to the execs at the GAP; before going full force with ads, please consider ALL of your patrons. Although teens and twenty somethings spend plenty at your stores, much of that money comes as gifts from us OLDER folks who really do keep an eye onyour ads.
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